Eager to make some big improvements in the New Year? Maybe exercise more, get toned, lower your cholesterol, raise your energy level? So, you buy an exercise machine, read the manual, try it out once or twice, then… well, you slip right back into your old routine – still soft, cholesterol elevated, energy low. Bad exercise machine? Probably not.

 

Improving your business through CRM is no different and requires more than just having a system in place. Here are five resolutions you should consider in the New Year regarding your CRM.

 

 

This may seem most appropriate for those in the market for a CRM; however, it’s a great exercise if you already have one in place. Identify your business goals for the year. Be specific and detailed. Give measurements and targets. Then call your CRM provider and ask them how they can help you achieve your objectives. Your business goals should drive the technology and its usage, not vice versa. Rest assured: CRM implementations live or die by how clear your objectives are.

At its core, CRM software is just that – software. And while it’s configurable, don't expect configuration to solve all concerns. For CRM implementations to be successful, processes must change, and change is hard. Dissenters will always take the path of least resistance. But you’ve made a sound business decision, now see it through. Remind yourself and them that the change is necessary to meet business goals.

So exactly what change is necessary at your store? Begin by mapping out your work flow – floor traffic, phone ups, Internet leads, etc. – with simple flows charts, identifying who does what, and adding the key decision points (i.e. Is a printed worksheet presented before I work a deal?) Then analyze. What steps add no value toward my business goals? What steps delay the process? What redundancies are there? Is everyone qualified to do their tasks? Be honest, and you’ll be surprised at what you find.

Once you've mapped your processes, training plans come easy. Since you’ve already identified what each person needs to know to make your CRM work, your CRM provider can help draft a training plan for each role. Take full advantage of the training they offer, but don’t stop at classes. Be sure to inspect what you expect and have people demonstrate proof of their newly gained knowledge.

Launching a CRM implementation is clearly the hardest part, but once you’re past those first 90 days, resist coasting. Don’t settle for the basics . Pull reports. Dig into the logs. Make CRM part of every meeting with staff. Are managers actively saving deals? Are you contacting renewals? Are you proactively moving toward digital marketing?

 Stay tuned as we’ll revisit these in detail in future articles. In the meantime, make those resolutions, and best of luck in the New Year!