Upon its initial introduction, CRM (Customer Relationship Management) software was innovative. But that was at least 30 years ago, and technologies have substantially changed since then. Today CRM is a default tool in many inside sales organizations, but it’s acting as more of a problem to be overcome than a solution. This tool of the past is effective at collecting and analyzing data, but it doesn’t offer features that help sales representatives to sell more.
In a recent webinar, Nancy Nardin, Founder of Smart Selling Tools Joined VanillaSoft’s Vice President of Sales, Scott Amerson to discuss Why Traditional CRM Fails Inside Sales Organizations. Smart Selling Tools is an analyst and consulting firm specializing in the use of smart sales tools to improve sales productivity and performance. Nancy points out that CRM Software is a system to keep track of records or a database. It wasn’t designed to make sales representatives more productive. Most CRMs are time-consuming and frustrating for sales reps. Nancy believes, “it’s not a “user adoption” issue. It’s a technology issue.”
The failure rates of CRM are between 30 and 60 percent. Again, this ties back to frustrations with the system and not seeing the return on time invested. Nancy says that there’s a place for CRM, but it’s not the best tool available.
Why People Like CRM
Going on the assumption that those continuing to use CRMs are hoping the software eventually increases sales productivity is ludicrous. Sadly, this is common. Some organizations believe that if they could just get more of their reps to use the platform, it would work. Since most salespeople see CRM as more of a hindrance than a help, that’s going to be tough. Another reason Nancy mentions on why people are still using CRM is they believe customizations will give them what they need. And it could, but it will require a lot of money and time. The bottom line is that CRM is not a productivity tool and it consumes more time than it frees up.
Increase Productivity with Workflow Automation
The belief that gathering leads and hiring salespeople equals to success is false! There’s more needed for this equation to be valid. Previously workflows have been basic. A seller would take their leads list, call three times, maybe leave a voicemail, and then move on. Now, with workflow automation, lengthy workflows drive behaviors and activities from the sales team with consideration for cadence, calls versus emails, etc.
Actions are derived from if this/then that scenarios set up by the management team. Let’s take a look at a few key statistics that support the need for something more advanced than your basic CRM.
- 45% of companies report that their salespeople need help figuring out which leads to prioritize.
- 80% of an inside sales representative’s day is spent on non-revenue generating activities.
- The average dials per hour is eight.
- It takes eight attempts to reach a prospect, but the average salesperson only makes two attempts.
- 80% of sales require five call attempts after the first contact, but the average rep stops after one.
After taking the above stats into consideration, I’m sure you see the need for workflow automation. The more that’s automated, the more successful salespeople will be. One important automation tool that allows a rep to drop a prerecorded message into a mailbox and move onto the next call is Voicemail Drop.
Autodialing, scripting, and queue based routing are three other major features that increase call productivity. Parameters set up by the management team let the system know which contact to dial next. This number is then auto-dialed for the rep, and the script is made available. Scripting your sales team’s calls ensures your sales reps present your brand message clearly.
Another feature that helps salespeople connect with prospects is the ability to use SMS texting as another form of communication. It allows callers to text their prospect with pre-defined templates. Many VanillaSoft users say that their customers prefer a text over a call.
Cadence Automation and Email Enhancement
VanillaSoft’s email features include triggered templates, lead nurturing, and email follow-ups. Cadence automation provides the next action whether it be an email or call. The templates make it easy for reps to respond with only a little personalization. Taking the task of writing a new email away from salespeople will make them more efficient, and again, give control back to the brand on messaging.
Inside sales has become more complicated, and automation is a must in the present market. Learn more about why the technology you choose makes a big difference in this webinar. Traditional CRMs that do not fully automate cadence and workflow are not enough for today’s inside sales teams.