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What are the best methods and resources for training a sales team to effectively use CRM?
Can anyone share their experiences and/or knowledge on how to successfully train a sales team to understand, appreciate and use CRM to the mutual benefit of the company and its closers?
Also, is anyone aware of companies or consultants that have produced complete guidebooks (manuals) that document BOTH the sales process and the CRM platform for A SPECIFIC COMPANY. This DOES NOT include general CRM books or manuals for individual vendor products. I'm curious about custom manuals that address how the company's unique sales process works together with its CRM (and marketing automation) tools.
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Hi John,
I'll share what's worked for me in the past:
1. Set the stage for the training, before you train:
Long before the implementation, it helps to get all stakeholders and even end users on board with the concept of CRM. A solution-agnostic 60-minute webinar covering high-level CRM concepts and best practices works well. The objective of the presentation is to get everyone on the same page re: "Why our organization is implementing CRM, and what organization-wide advantages & benefits we expect to gain from it. Be sure that everyone understands the goals of the project.
2. Find out what the sales reps care about:
Long before the configuration of the CRM solution, give the sales reps an opportunity to describe firsthand what the bottlenecks and pain points are for them, in doing their jobs; what are the top five things that they'd like to see changed, to make their sales lives easier, and more productive. What you want to understand from this are the primary usage scenarios that you'll want CRM to improve for the sales team, and THOSE ARE THE SCENARIOS TO FOCUS ON DURING TRAINING.
3. Base the training around what they care about:
Structure the CRM training for the sales reps around their actual usage scenarios. The sales reps are your customers in the CRM implementation, and you need to take this customer-centric approach, if you want the sales reps to use the system. Sales reps always think, "What's in it for me?" If you base your training on that, you'll increase your odds of success.
I hope that helps, John. If you'd like some sample docs that I've used in the past, you can contact me directly.
Best regards,
Jim Watson