What have we learned in pursuance of business process digitalization?
The process of digitalization of the business team brings a whole range of benefits and side effects. Let′s have a look at the benefits first:
Benefits of digitalization:
1. Transparency. Companies benefit from salespeople greatly, there’s no doubt about that. The process of selling is often rather non-transparent, however. If a company does not have a quality CRM, the business managers cannot see even basic activity, such as appointments, phone calls, or other follow up activities. If the company implements the CRM, it gains the first big benefit – a complex database and overview of salespeople′s activities with the customer. But what if a manager wants to know what is going on during an appointment with the client? What are the options? Or what if product and marketing managers want to see whether their sales reps use prepared materials or stick to brand guidelines in their presentations? Implementation of CRM system together with PresentiGO presentation tool gives the sales process clear transparency in the form of digital records of every appointment. Businesspeople with PresentiGO have, for example, managed to increase conversation in business thanks to structured dialogue and interactive presentations. These presentations make it was easier for the client to imagine the product or service. That is a case of Storyous, a company selling payment terminals and changing ordinary companies into thriving enterprises.
2. Paperless. The time of paper is almost gone. Is it? Well, not really. A considerable number of companies still send and use paper presentations, catalogs, or brochures. We definitely agree that there should be something left for the customer after the appointment. However, statistics say that if the client does not make their decision within six months, paper offers are forgotten and disappear, in the worst-case scenario, under other companies′ paper offers. Closing deal efficiency is best determined by both salesperson skill and ability to follow up with the client, not letting him or her cool down. In other words, let′s be effective, modern and digi. Let′s use modern tools that increase productivity. The digital version may serve your clients better anyway.
3. Productivity increase. Studies show us that by implementing tools such as CRM and sales applications, you can increase sales productivity by tens of percent, 30% +. The price of the tools and time is negligible compared to the profit realized through increased productivity and payback of the investment is often very speedy. In CRM, salesmen are required to plan meetings and tasks with the client in mind. Sales applications are then used to show product materials that lead both the salesman and the customer down a systematic path. They also work to collect data used for following up or tracking a client’s interest, helping you score in the end. The increase of productivity is not only about reducing ineffective action but also about increasing your potential to close a deal. This means higher revenue with the same costs for the company.
Implementation difficulties and most common mistakes (screw ups or fuck ups if you really want)
People – surprisingly, users are the weakest point in implementing CRM systems or sales applications. Implementation of any system succeeds and fails with users. It is important to find ambassadors for the system to help get everyone onboard. You will always come across trouble makers who question the need for new processes. It is true that implementation of the new tools requires time and energy. However, in only a few months′ time you will reap benefits. The implementation phase is the most critical in the whole process, you just need to handle it. Next, we enter operational phase. Here, the system is being tested and everyone is learning to work with the new applications. Some, mainly the more traditional, not so systematically working salesmen, may still feel that this involves a lot of unnecessary extra work. It is important that management fully commits, perseveres, and insists on thorough use of the new system. If you survive the first six months, you can start calling yourself a winner – you will hearyour first success stories and the ambassadors will mix you up a nice cocktail of positivity.
Ambassadors and management – It is crucial that the project finds its ambassadors and supporters quickly and that the management strictly insists on the use of the system. If management fails to instill interest o kick off the project, the whole venture is doomed to fail. Weak management results in a 50% chance of success. It may work out, but your chances are reduced radically. An ambassador leaving the company half way through would pose similar risk.
Long process of implementation – we recommend you break the system implementation into smaller stages, especially when dealing with sophisticated CRM or when combining with other applications. You can start with the basic system functions and let the users get familiar.. Add further functions gradually, you do not want to overwhelm the users. They are only salespeople after all.