PlayMaker Blog

Convincing Your Company to Invest in CRM Technology

Posted by Kelly Wolf on July 10, 2015
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As a sales representative in post-acute care, you are constantly looking for ways to improve your performance and stay ahead of the competition. During your research, you probably came across information about how a CRM (customer relationship management) system can help increase sales efficiency and boost productivity. However, you may find yourself in a situation where your company is not ready to invest in a CRM, or even that your fellow sales reps are not enthusiastic about the idea. So how can you convince your team to embrace CRM? The key is to form a plan and gather the right information that illustrates how a CRM will help the team be more informed, more effective and ultimately more successful. 

1. Research different CRM platforms

Talk to other sales reps in the industry and listen to what they are saying about certain CRM platforms. Read articles and blogs to learn as much as you can about how a CRM can help increase sales and improve daily activities. Also, talk to your sales team to learn what features and functionality would make their jobs easier. Focus on vertical CRM solutions that cater to your industry, which will produce better results and reduce expenses associated with customizations. Finally, look for a user-friendly platform that will encourage employees to adopt the new tool.

2. Face-to-Face meetings

Once you’ve aligned the vendors you want to evaluate, meet with the CRM sales reps in person to discover how they can help you achieve your goals. Make sure they understand your current business processes and ask them to explain how their CRM solution will align with those guidelines. You may decide that your best course of action in the beginning is to purchase a single-user license for yourself that will allow you to document the positive effects it has on your performance.

3. Talk to references 

Once you complete the research phase with different CRM vendors, decide on the top one or two that you’d like to introduce to your manager. Ask the CRM sales rep for references that align well with your business needs. Be sure to follow through and call on each one. Ask these references what has worked for them, what doesn’t work and how the CRM has helped their team be more efficient and effective overall. See if they will share a general estimate of the ROI they have seen since implementing the CRM. Is there a certain feature they can’t live without? Talking to references is such a vital part of the process because it gives you the key proof points you need to sell your team on adopting this technology.

While the initial investment may seem daunting on paper, the fact is that it will only take 2-3 additional referrals a month to cover the costs of providing your team with a CRM.

4. Develop a presentation and deliver 

Now it’s time to present to your manager how your team would benefit from a CRM. Start with the big benefits that will catch their attention right away: increasing the bottom line. Continue with the positive effects a CRM can provide, from a mobile CRM app that keeps sales reps in the know while on the go to automated reporting and market intelligence data that puts you in front of the top-referring sources in your area. Make sure the presentation includes a timeline so they don’t feel overwhelmed with the process, and be upfront about the realistic cost of fully implementing the tool and training your team.

It all comes down to how a CRM can empower you and your team to increase sales. While the initial investment may seem daunting on paper, the fact is that it will only take 2-3 additional referrals a month to cover the costs of providing your entire sales & marketing organization with a proven sales growth tool. Follow these simple steps to convince your managers and peers that now is the time to make the move!

Topics: CRM, Sales Efficiency, Technology, business process

Kelly Wolf

Written by Kelly Wolf

Kelly Wolf has more than a decade of experience in the post-acute industry where she has served in various roles, including VP of Sales at Professional Healthcare and Division VP for Kindred Healthcare. She was instrumental in driving exceptional sales growth, more than tripling revenue and referrals, and building high-performance sales teams. Kelly is the National Accounts Manager for PlayMaker.