Part 2: Introducing CRM in B2B sales

In the first part In this series, we have looked at the requirements that CRM software for B2B sales should fulfil. CRM Software guarantees automatic success - this misconception runs deep. Time and again, we encounter company managers who assume that the use of a CRM system will also increase sales. The advertising promises made by manufacturers of software specifically for the B2B-sales. Although these can materialise, they require commitment on the part of the company.

Imagine a builder buys innovative tools for a construction project that speed up completion. However, he does not give the construction workers any instructions on how to use them and why they should be used now. What happens? The workers neither knew what to do with the tools, nor did they see the need to replace functioning processes. This is what happened in many companies when CRM systems were introduced. The mere promise of an increase in turnover is not very appealing to users. As they could not do anything with the use of the functions, they perceived the system more as a source of extra work.

The path to success in B2B sales

In order to make a CRM solution a success internally and thus externally, an introduction must take place for every other system introduction. The following steps need to be taken:

process analysis is the first phase. Here, the existing processes in the B2B-sales are defined. At this point, it is important to check whether the processes are already designed as efficiently as possible. CRM systems certainly make it possible to map processes more efficiently. A good system consultant can be of great benefit here. For example, targeted offer tracking in the CRM system can improve the hit rate. The defined processes still need to be mapped in the system. Involve the employees concerned in the process - this increases understanding and acceptance of the process changes.

A smooth transition to the first phase is the step of the Target definition and an equally important one. If you don't know where you want to go, you'll never get there. Generalised goals such as "increased sales" or "better Sales planning" do not apply here. Set priorities and define them. It is important to make a goal measurable. This is the only way to recognise success in the end. A SMART objective in B2B sales is always an advantage. As a result, strategies and process changes are usually revealed by themselves and can be implemented immediately.

Implement employees - As already mentioned, this is an important step on the road to success. The methods are simple. Training always has a great effect and is also necessary if you have already involved employees in the process analysis. In addition to technical expertise, you should also organise sales workshops. Give everyone an overview of all the processes in the system and how previous working methods are implemented there and where the benefits lie in day-to-day work. Long-term figures rarely work here. It sounds banal - but create a personal advantage for everyone. Get help from people who are familiar with the work processes of your employees.
Extra tip: Patience! Implementing new methods in sales, which may be possible in theory, does not have to be done immediately and all at once. Your core resource is still the employees, not the system - and they have to work with it in the end.

Persuasion is the hardest work in B2B sales

Especially when it comes to getting sceptics on board. So how do you create trust in the CRM system? It is best to work on the following points before the project starts. Create a sufficient time frame for this - even if management is pushing for implementation, these steps are important!

Who shall Responsibility carry? The CRM system is often assigned to the marketing department. However, depending on the company structure, the sales manager or the head of the IT department may also be responsible. In smaller companies, the management. The position requires the empathy of the individual employees involved.
Is the strategy for data utilisation in the CRM system supported by the (entire) company management? This is particularly important if a department head is responsible for the success of the project. A clear position of the management with a comprehensible argumentation can do a lot of convincing.
Winning opinion leaders. Are there employees who are always in favour of innovative approaches to work and are happy to spread the word? These voices are particularly trustworthy for sceptics, as they do not see company goals such as turnover as the highest priority, but actually point out the benefits that arise for users.
Rejection is often associated with fear. Address the fearsCommunicate these openly and also point out risks. This makes the project credible and encourages cooperation in solving problems.

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