How to Encourage Sales Force Compliance with Social CRM - dummies

How to Encourage Sales Force Compliance with Social CRM

By Kyle Lacy, Stephanie Diamond, Jon Ferrara

There are several challenges when businesses try to integrate social CRM and sales. The issue of compliance among their sales force is often mentioned. Compliance refers to the fact that some salespeople don’t use the social CRM tools and systems available to them and fail to comply with new policies for a company’s social CRM initiative.

It’s critical that businesses convince their sales force to use these systems so that businesses can meet the following challenges:

  • Understand the new social sales ecosystem and find better ways for their employees to collaborate.

  • Listen to customers in the new ways available to them.

  • Change the way they look at lead generation and real-time marketing.

  • Integrate their customer information with other intelligence.

  • Discover the new social buying path and its implications for content creation.

  • Assist salespeople in creating a sales persona for their social networks and becoming skilled with tools like LinkedIn and Twitter.

  • Learn how to use the tools to follow conversations and mine data.

  • Analyze the social data to make it useful throughout the enterprise.

If your sales team struggles to see social media as an added value, they’ll need proof that social media will make a difference to their bottom line. So what are some of the benefits that can accrue to salespeople who adopt social media and use social CRM tools? They include the following:

  • Building better customer relationships based on trust

  • Connecting faster to the people who make the decisions

  • Getting referrals from current customers

  • Finding new cross-sells or upsells when appropriate

  • Gaining recognition as thought leaders

  • Following the interests and activities of current customers so that they can find ways to personally engage them

Those benefits sound great, don’t they? You may wonder what stands in the way of adopting these methods. The main impediment is that it requires a lot of training and extra effort. That would stop any busy employees in their tracks.

The salesperson has to become well-versed in the tools, set up and learn new procedures, and spend time doing new things. Any businessperson faced with that challenge would be reluctant to meet it without a lot of proof that it will close more sales and increase commissions. Another issue is the amount of collaboration required by almost the entire enterprise to make social CRM a reality.