TRAINING


Leveraging CRM Tools to Enhance Sales Training Effectiveness


TOM SNYDER


One of the great mysteries of modern sales technology is that most companies fail to integrate their skills and strategy training with their CRM. This failure makes me even more curious whether they have an LMS or CMS. Sadly, they’re missing out on extraordinary potential benefits. To explore this potential, we will first look at the benefits of embedding the concepts and tactics associated with sales strategy training in the company’s CRM.


Generally, training on sales strategy involves introducing a process for assembling key data about the cus- tomer decision and using those data


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to determine the next best actions. For example, consider the categories of key information that developing an effective sales strategy include:


KEY POINTS FOR DEVELOPING AN EFFECTIVE SALES STRATEGY • Determining who are decision makers vs who have critical voices (without a vote on the decision)


• What role does each of the decision makers serve in the decision?


• Characteristics of each decision maker’s view of the possible change: • To what extent does each decision maker feel a change is necessary?


• What decision criteria each decision maker will use to com- pare options?


• To what degree does each indi- vidual decision maker influence the other decision makers?


• How does each decision maker define what outcome they are looking for with a new solution?


JD8 / SHUTTERSTOCK.COM


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