3 Behaviours that need to change in Salesforce
- CRM adoption
This is probably the most expensive tool in the sales tech stack, adoption means that more people use the system as it was intended. Ever heard the phrase “if it’s not in Salesforce, it doesn’t exist”? Most organisations lack proper CRM adoption, either because of it not evolving over time and being fit for purpose or the lack of information being entered by users, causing poor visibility into key data points to impact positive changes.
Fixing your CRM Adoption requires
- Processes designed to illustrate best practice for the intended behaviours and outcomes.
- Documentation that clearly explains what actions are required within each process. (how to guides)
- Multiple Training sessions such as Webinars, lunch and learns to provide hands on training and to gather feedback.
- Champion users who are generally the first to adopt best practices, these users can help coach and mentor others to help increase adoption.
- Reporting on each of the processes and measuring the intended outcomes helps validate the success.
- Management Buy in, typically if the leaders within your organization are not in support of these steps then the users will not be made accountable. Unfortunately this breaks down all reporting to Executives.
More and more organisations are increasing their sales technology stack which drives users away from Salesforce. The key to a successful CRM Adoption is to stay native within Salesforce and implement applications that are built entirely for Salesforce and can scale as your business evolves.
You’re probably accustomed to working in different sales stages. For example:
- BANT 10%
- Discussion 20%
- Negotiation 60%
- Vendor of choice 90%
- Closed 100%
It’s only human behaviour to trust your instincts and manage the sales cycle in your own way. Language and cultural differences in regions or even down to local teams are also major factors in how a sales processes is managed. Thus it’s only natural that stages are skipped or misinterpreted due to confidence, optimistic versus pessimistic behaviours, with regards to opportunity management or forecasting.
Building a sales process
- Design the stages within process with clear entry and exit criteria.
- Make sure that whatever sales methodology you choose for your business, is also clearly represented in Salesforce.
- Coaching through weekly 1-2-1s and help your team validate live opportunities and take them through the entry and exit criteria.
- Reporting through results, whether that’s through KPI’s or quota attainment.
Following these steps will help predict more accurate revenue and forecasting, improve lead conversions to opportunity and in turn opportunities to wins.
Many organizations are seeing opportunities with incorrect close dates or poor win rates as a result of not following a sales process. There is a general fear of showing true visibility of a sales pipeline, which is often a result of not qualifying and prioritizing the right leads, account or opportunity and the actions that drive to a positive outcomes.
Within an organisation you’ll generally have four different personalities typically achieving various performance.
- Plodder – Not achieving results – Does not follow process – Low activity
- Rising Star – Achieving some results – Follow’s process – High Activity
- Hot Shot – Achieving high results – Follows some process – Low Activity
- Star Performa – Achieving high results – Follow’s process – High Activity
Common issue are; sales leaders can spend a lot of time trying to validate performance data along with managing time constraints to study and train the behaviours that deliver results. Spending time with the right salesperson, with the right training to achieve maximum impact can seem like a dark art. Not forgetting the coachability of a person!
If you could support your B players (2) to become A players (4) what impact would that have in your business?
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