The Only Metric that Matters in Sales is Sales
Sales teams that use a traditional CRM find themselves wasting valuable time. They could be closing deals, yet their hours are taken up logging irrelevant information for their managers. This burden directly impacts the bottom line of their employer, as well as their personal bank account.
The average salesperson spends 4 hours per week updating a typical CRM. Not only do they lose around two full working days per month, they also lose motivation. Spending a considerable amount of time entering rudimentary data leaves them feeling unenthusiastic and impacts their productivity.
Salespeople don’t build statistics, nor do they segment data. Yet they are expected to use a CRM for these exact tasks. Once they stop worrying about information that is mostly needless to them, they can focus on what matters most: acquiring new customers.
Here is why the metrics you are tracking in a CRM are misleading.
Don’t Let the Numbers Fool You
Most CRMs measure the number of contacts that sales employees speak to per month. But if you judge a salesperson on how many contacts they talk to, how do you track their conversion rate? Your sales team might log leads that never stood a chance of converting to a sale.
They might try to increase their numbers to meet company expectations for sales teams. Instead of quantity, sales teams should look at the quality of their contacts. Quality contacts boost the likelihood of conversions and even retention of their business.
Like the number of contacts, measuring the amount of meetings a sales representative has doesn’t account for the quality of these interactions. Are these meetings likely to result in a deal? Instead, they should be looking at who these interactions are with.
Is it with a customer support representative or the C-Suite? If they are speaking with the decision maker, then the meeting is valuable. If not, it’s just another skewed number.
You Used to Call Me on My Cellphone
In theory, time spent on the phone should be a valuable metric to track. In reality it’s a problematic measurement. The first issue is the length of time spent on the phone, which you can easily falsify.
The other issue is that the length of a phone conversation doesn’t equate to more sales. You could speak to a prospect that cannot buy your product but doesn’t want to be rude. You might only call bad leads.
This metric can make it look like salespeople are doing their job, but it doesn’t show results at face value or how well they are performing.
Shoulda, Woulda, Coulda
Having all these different metrics in a CRM software should be an excellent tool for salespeople. However, sales teams often doesn’t update the information or provide the basic amount required to pack up and move on.
The result means that companies rely on outdated, incomplete or false information to make forecasts and plan resources. Neither the salespeople or hierarchy in the company benefit from such methods. Salespeople need to focus on sales, rather than being forced to spend time entering metrics that aren’t accurate.
A Different Type of Process
The only information you can be sure your sales team will fill out is when a lead is won. Their bonus is calculated on it, after all. The rest of the info is mainly noise.
Boost your sales team with a tool that cuts through the noise and empowers them to do their job to the highest standard, while tracking performance and measuring key metrics.
Sunny Paris, CEO, and founder of CRM
Sunny is an entrepreneur with a high scientific background and expertise in developing innovative IT start-ups. Prior to founding noCRM, he successfully co-founded, developed and listed on the french market Weborama (ALWEB Euronext), a French leader of the on-line advertising services industry. Sunny holds a PhD in theoretical physics from the Ecole Normale Supérieure and has several patents in the online marketing field.
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