It’s somewhat ironic that most CRM systems were historically developed with sales and marketing in mind and yet, sales team members who love CRM are few and far between.
Here are some of the perceptions of CRM amongst sales professionals:
- Big Brother is Watching
CRM gives visibility of the sales pipeline and specific sales activities. Sales are the ultimate measure of a company’s success so it’s understandable that those figures are essential boardroom discussion points. The downside is that the Sales team can be heroes one minute, and have their performance under scrutiny the next. Businesses are never going to want to decrease the visibility of the sales team. Why would they? Dynamics 365 is about more than sales and marketing. Much more. The integrated platform is the first of its kind to glue together the final silos of data and processes of ERP and CRM bringing customer service, sales, marketing, field service, finance and operations together. One big feedback loop means business owners can see what is happening where in the business and the effect on one department to the next. Everyone in the organisation has the collaboration and insight to improve customer acquisition and retention, making it much easier for the Sales team to provide more competitive quotes, to assure the best customer service and to benefit from recommendation. Cynicism is borne of fear and ignorance. Dynamics 365 turns that on its head.
- Time…what time?
In the past, CRM systems have been a separate workflow meaning that the sales team view it with the same disdain as filling in timesheets. With the information in the mind or notebook of a sales person, it can be a bind to remember to record an email, a conversation, a new contact, a timetable update, proposal changes etc. It just feels like where data goes to die – no better than a filing cabinet. Dynamics 365 is one system. It’s the Common Data Model that is the game changer. It makes data entry more worthwhile and the effort is rewarded with tangible results.
- The Probability to Close …Maybe
Many sales people say that the forecasting accuracy of old school CRM makes too many assumptions and doesn’t allow for the nuances of human decision making. There is not a lot of room for qualifiers that explain the readiness or value of a particular milestone. Dynamics 365 is more insightful than that. It’s best to see this in action but we can assure you that it works.
- If it’s out my head, it’s in yours…
Sales people make their money through relationships – building them, converting them and nurturing them. Knowledge is currency and if they wouldn’t want a competitor to know everything, why would they want their colleague to? We can’t tell you what kind of principles you should be looking for in your business but we can tell you this. A good CRM system gives the sales team an opportunity to shine brighter, more often. Relationship building is about more than facts. It’s about rapport and relationships. Even your closest colleague cannot replicate your approach.
- Who’s in charge?
There is a perception that with a CRM system, marketing begins to control sales. Dynamics 365 recognises they are two different disciplines but there is more to unite you than divide you! Marketing is everything that you do to reach and prospect potential customers to make them aware of you. Sales are everything you do to close the sale. It’s the difference between warming up a prospect and interpersonal interaction. We also often hear that a second piece of business from an existing client was lost because they were let down on project management or customer service.
Dynamics 365 licensing means that all departments can have visibility of other departments without paying for a full subscription for that app. When departments have visibility of activities within other areas, they can predict needs, have more meaningful conversations, improve processes and approaches, and move at pace. Collaboration comes in and department blaming is shown the door.
- Dynamics 365 v Salesforce
All CRM systems are not created equally and finding the right one for you takes research. When Dynamics 365 launched, it was described in the industry press as a game changer. Every CRM system out there is looking at how AI infusion can ramp up customer insight and engagement. However, Microsoft owns LinkedIn, giving Dynamics365 a significant advantage. It’s one platform across the whole business, with user based licensing that saves money compared to Salesforce. Office 365 is key and the familiar Microsoft user interface that businesses all over the world have with Office 365 makes for much higher and smoother user adoption.
The last thing the Sales team need is another set of handcuffs. Dynamics 365 lets them really get the job done.
Want to know more about how the Dynamics 365 Sales App is different? We are hosting a webinar on Tuesday 14th March. To join or to receive the recording and follow up guide, just fill in the form to register.