We motivate managers to work in a CRM system

A few years ago, vacancy announcements were full of phrases: "A sales manager with his client base is required." Now the number of such ads has decreased significantly. What is the reason for this? Obviously, a manager with his client base will cost the company more than a specialist to whom the company will provide a corporate customer base. In addition, leaving a company manager who worked with his base automatically means “leaving” his clients.

So, the company provides managers with a corporate client base for work. What is required of a sales manager? It is necessary to maintain the current base and work on its expansion. The manager must enter in the database information about customers, transactions, scheduled meetings. This means that all contacts made by the manager will remain in the company. What is the benefit to the manager? Here we are faced with a psychological barrier - despite the decline in the demand of specialists with their client base, managers prefer to collect information about clients in their diary. Firstly, in this way a personal client base is developed, with which you can work in the future, and secondly, the diary is the "personal space" of the manager, where the most important information is stored. How to motivate a manager to work qualitatively with a corporate client base?

It is believed that without the support of company management it is impossible to implement a CRM system. And, indeed, if only the sales and the amount of money earned by them are included in the assessment of the work of employees, managers have no motivation for working in the CRM system. After all, anyway, no one will check who and what data is filled in by customers. In this situation, the risk increases that, as a result, your corporate client base will not contain relevant data, contact information will be entered incorrectly or will not be entered at all.

Let's think what exactly needs to be controlled in the work of managers with a client base? It is necessary to determine the minimum data set that the manager must enter into the corporate CRM system. For example, if a manager makes an appointment with a client, the database must include: date of the meeting, last name, name of the client and his contact details, topic of the meeting and its result. If you have this data, you can control the current load of the manager, the quality of filling data and the result of his work with clients.

You also need to understand how much time a manager spends working with a CRM system. If the manager will spend half the working day to fill in the data, then he will have little time left for his immediate responsibilities - sales. That is, it is necessary to make working with a client base convenient. CRM-system should allow you to quickly perform frequent operations. For example, if an employee reports on each incoming phone call, it is convenient to use a list of statuses from which the manager simply selects the desired value: "taken to work", "completed", etc. Or if the caller made a mistake with the number, do not waste the manager’s time on a detailed report on the similarity of phone numbers or the psychological portrait of the caller. If information about a phone call gets into your CRM system forcibly, regardless of the manager’s actions, you need to automate the processing of this information.

It is important that the data from the CRM system appear in reports analyzing the work of managers. It is better if reports are automatically generated in the CRM system itself, and do not undergo intermediate adjustments in spreadsheets. If this is not possible, at least the data in the report should coincide with the data of the CRM system. In this case, it is obvious to the manager that his indicators in the report directly depend on the quality of the client base.

When a manager is given the task of filling in CRM-system data, it is necessary to show what it is for. If you ordered managers to enter customer contact information into the corporate CRM system, use it. For example, a company decided to notify customers of a sale. If the manager fills in the customer data incorrectly and cannot provide a list of telephones or email addresses for distribution, he will have to contact the customers on his own, looking for contact details in the diaries and notepads. In the best case, after spending a certain amount of time, he will cope with the task. But, most likely, most of his customers will not know about the opportunity to profitably purchase goods.

If your managers have a plan for the number of contacts taken, meetings held and deals concluded, it makes sense to show the progress of the plan in online mode. So that the manager, registering information on the completed transaction in the corporate system, sees that out of 10 transactions, 5 is closed and there are 5 more. Visual “counters” help the manager quickly navigate the current situation, and the leader can conduct an express analysis of the manager’s base. There is an alternative option for maintaining the "purity" of data in the corporate system - to allocate an individual to register data in the database. The main advantage is that it’s cheaper and easier to teach one person how to properly handle data than an entire department. The main disadvantage is the load on this operator, which is proportional to the number of managers from whom the request for entering data into the corporate system is received. The division of labor seems to be the best option: the operator, for example, is responsible for entering personal data, and managers are responsible for entering data on their current events.

An additional advantage when sharing access is the preservation of personal data of the client. However, if the CRM system does not allow sharing the rights to edit data, or the company management considers the presence of a specially trained operator inappropriate, this option will have to be abandoned.

So, let's summarize - what is necessary for the quality work of a manager in a corporate CRM system:

1. Supervisor's control over the maintenance of the client base: if no one checks - why do this? 2. Formation of reports on the work of managers in the CRM system or the use of data in compiled reports so that the manager understands where his indicators come from. 3. Automation of frequently performed operations so that the manager does not spend half their working day on them. 4. Using the data that the manager brings to the system. If you ordered managers to enter customer contact information in the database, but this data is used only by the manager himself, this reduces his motivation. 5. The visual display of indicators helps the manager and his manager assess the situation online.

• CRM: “Knocking on Heaven” - we motivate managers to work in a CRM system.
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