CRM stands for Customer Relationship Management. Customer care, simply put, helping you to make sure your clients needs and wishes are met successfully. A survey from 2015 states that an excess of 50% of top performing companies choose to invest in CRM-systems as their preferred tool to reach more efficient Sales Operations. This according to the survey made by Forbes Insights/Brainshark.

Supported by a CRM-system you can identify new business opportunities as well as manage your current accounts. You will have a greater understanding of your customers, build and maintain great customer interactions and also increase your team productivity.

CRM is also a key factor in making correct sales prognosis, and for a manufacturing company CRM is used as an integrated part of Sales and Operations Planning.

For a Sales Manager, the benefits from working with CRM are usually obvious.
The value of centrally stored Sales Data, presented in a visually attractive way makes it possible to fluently follow Sales Processes and through that optimize Sales Operations.

Sales Professionals are typically not very keen on using CRM at first.

By introducing ”yet another tool” with the added effect of their managers easy access to individual data is often perceived as management control. The additional time that has to be spent recording data is also a source of irritation. The Sales Professional perceivs this as stealing time from their main objective – creating Sales.

But – in fact, introducing a well functioning CRM-system actually improves the every day life of a Sales Professional and generates additional Sales.

You could say that Sales Professionals and CRM does not always experience love at first sight – but as time goes by they find that mutual attraction grows  into a loving relationship.

In order to succeed it takes increased focus on Sales Process and less focus on the actual systems.
The points of view and the areas of expertise are quite unsimilar.
Besides that, the Sales Process and customer needs are different depending on organisation, and this needs to be adressed when developing CRM-systems. If not, the introduction of a new and perhaps expensive system can cause more harm than good.

There is a good reason why we learn to crawl before we learn to walk.
This analogy can be used for CRM-systems as well.
Don’t implement all functions day one, you will risk overwhelming the organisation and fail to convince them of the positives with the system.

In addidition – It will take time to learn a new system, be aware of this threshold as well.

Instead; focus on one or two easy winnings in introducing functions that demonstrates how the system helps the organisation to succeed. Make sure they see the connection and they will be more positive in regards to the system over all.

If your aim is to get your organisation to use the system, you have got to use it yourself.
As a manager you need to be the positive example. For sure, you will be required to help other teammembers out and spread examples of how to use the system.

The more you know about the system, the easier it gets to help others onboard.
Do you find it hard to understand the system and to use it at it´s full capacity?
Perhaps you have chosen the wrong system for your organisation?

If you are interested in more coaching and support regarding CRM-systems, please send an e-mail to: