At work, we employ sales people who can do the job. They have the skills, talent and experience to be successful. We offer sales training and give them the technology that allows them to perform their job at scale.
But often this capability is undermined because the data they need to work with is in a mess. Data that is not complete, out of date, duplicated or just irrelevant.
So, you end up with highly skilled people, who are able and ready to work, being tied down by a CRM system that’s offering them no help in their efforts to grow the business.
Now think about the selling hours we waste and the opportunities we miss because we have let the data get in such a mess in the first place.
We cannot run effective marketing campaigns because we don’t have a complete list of customers. Our sales team waste valuable time calling contacts that have long since left. Invoices don’t get paid on time because we send them to the wrong department. Customers constantly complain because we ship them the wrong products. The list of horrors caused by poor Salesforce data quality goes on and on.
So, allowing our CRM system to get in such disarray, brings about two problems for us:
- We make it far harder to achieve our sales targets and grow the business
- We waste considerable time and money trying to rectify the problem (pat on the back time); only to let it quickly build back up again
Whilst the cathartic effect of a one-off data cleansing exercise may make us feel like we’re solving the problem, we’d be far better off spending that time and effort finding ways to keep data clean as we progress along our journey.
The conclusion that can be drawn is that achieving strong Salesforce data quality is not a one-off exercise, rather it should be baked into our everyday efforts.
A simple way of keeping data clean is by following the old principle of ‘if it’s not in the system, it doesn’t exist’ when talking to your sales reps. This is a traditional ‘stick’ based incentive that lets the rep know that if up-to-date details are not stored in the CRM system the deal will not count towards their target or commission payment.
This rather draconian approach may bear some fruit. Alternatively, positive encouragement and motivation to religiously use the CRM system to their advantage will undoubtedly bring better results.
Start preparing your entire team to use your CRM system to communicate their progress back to the business and help them get into the habit of using it for their own benefit also by answering the “WIIFM” – “What’s In It For Me” question.
To keep accounts and deals fresh, regular reviews that weed out dead or stuck opportunities and highlight the areas of risk will help drive the behaviour you seek.
For these reviews to be effective however, you need a clear picture of the history of every deal. A picture showing the journey that the deal has taken to get to the current point.
This is where apps like SuMo really help. SuMo delivers the picture of the high-value sales behaviours that have been applied to each deal as it has progressed through the pipeline stages. Based on these high-value, “winning” sales behaviours and their timing, it is possible to get a clear data-driven picture of the health of deals.
SuMo takes a positive approach to Salesforce data quality, for example, rewarding users who record detailed call notes, keep contact details updated, regularly record deal next steps.
It can also monitor and coach those team members who are starving the system of nurturing information, so they too can start contributing to the system in the same way your top performers do.
Don’t leave the order of your business at the bottom of your to-do list. After all, tidiness is a virtue!
You are already sitting on the only resources you need to bust your quarter – your team and your CRM tool. All you need to do is supercharge the relationship between these two great assets. Better Salesforce data quality will lead to a stronger pipeline, clearer forecasts and a happier CFO.
For more information on deploying behavioural motivation to increase Salesforce data quality, feel free to get in touch with our expert team. They can help you rapidly scale your sales effort.
Finally, it’s worth pointing out that these are only a few ways to increase sales performance!
There are many more secrets to getting the most from your existing sales team. If you’re hungry for a little more sales performance inspiration, we’ve got this eBook with 6 sure-fire ways to increase the output of your sales team.
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