If you are a marketer or a sales professional, you know for sure that a CRM system can change the “rules of the game” when interacting with clients: organize data, improve the effectiveness of activities, and increase the efficiency of the team. How a marketer can convince a decision maker to implement a CRM system .
But when it comes to switching to CRM, decision makers see it as a cost, complexity of implementation, and fear of changes that could disrupt familiar processes.
This article is a step-by-step guide for those who small business email list want to convince management to make a strategic decision to implement a CRM system.
Yulia Pyankova, head of the CRM and Integrations unit at Completo, offered proven tools and steps that will help convey the benefits of the solution to the company’s management and overcome objections.
Implement or leave: why decision makers may be against CRM
Before moving on to arguments and actions, it is important to understand the possible reasons why decision makers do not want to switch to CRM.
As our practice shows, the key objections are:
- Financial concerns:
- CRM is perceived as an additional how a site can fall under the filter “low-useful content” and how it happened to our client expense rather than an investment;
- The management doubts the project’s profitability.
- Fear of change:
- Decision makers fear that the implementation of CRM will disrupt traditional business processes;
- There may be a decline in team productivity during the adaptation period.
- Lack of knowledge:
- management may simply not understand how the system works and what specific problems it solves;
- CRM seems complicated and technically confusing.
- Lack of trust in data:
- Decision makers may doubt the need for CRM if current processes seem “quite functional” to them.
- Team Resistance:
- Perhaps management does not want to face sabotage from employees who will have to work in the new system.
From Denial to Attitude: 5 Steps to Convincing Decision Makers
Step 1. Analyze current problems and collect information
Before you propose a CRM, collect data spam data that shows current problems, such as:
- the number of lost leads or customers due to late responses;
- difficulties in tracking the effectiveness of advertising campaigns;
- problems with interaction between departments.
Use real numbers and cases.
For example: “ Due to the lack of reminders, we lost 15% of customers who could have made a repeat purchase .”