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MANAGEMENT


Eliminate Confusion and Increase Sales EDWARD HENRY


Imagine a world where financial data and information about prospects and accounts are entered with no generally accepted principles. Employees in the finance department just enter data based on how they interpret the understanding of accounting. The financial reports and sales forecasting would be inconsistent. Sales cycles would be based on broad perceptions of time rather than sequential actions to be completed.


Sure, just imagine such a business world. No one would trust this in- formation. But that is precisely how companies still operate. Why? Before CRM became ever-present, we could easily work in a simple framework that did not require an accepted form of management and selling operation protocol. The


16 | JULY 2019 SELLING POWER © 2019 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


problem? We were never prepared for the emergence of CRM. We see it as a better way to manage pipeline activity, but it is far more complicated and requires data entry rules, data management guidelines, provisioning rules, and an accepted workflow con- sistent with industry requirements. Companies often choose a brand of


CRM as a fix to their incomplete sales infrastructure, yet fail to understand this approach generates a tremen- dous amount of sales waste: time spent on anything other than selling. Companies are driven to increase sales by finding better talent, better CRM, or better leadership, but none of these abstract solutions will work as effectively as reducing the company’s sales waste – and increasing profit. Most problems affecting a sales orga- nization are influenced by technology and lack of management protocol. These problems include inaccurate sales forecasting, customers gone cold due to lost engagement, manag- ers managing personalities instead of process, hiring the wrong people with the wrong recruiting profiles, training broad scopes rather than specific pro- gressive requirements that can easily be identified, and simplified CRM practice that does not significantly decrease selling waste. Sales managers are asked to work within poor processes – to find ways to increase sales with very little to


ROMAN SAMBORSKYI / SHUTTERSTOCK.COM


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