The CRM Advisor By Jay Bauer, President, STI Systems, Inc.






Sales Management

Dysfunctional CRM Rejuvinated

To have a successful CRM implementation you need a strong CRM system platform and an experienced implementation team. That, however, is just the beginning. Equally important is the ability of consultants and company stakeholders to develop trusting relationships so that they can work through a myriad of important issues.

In 2002, based on the recommendation of a third party consultant, a software division of a large multi-national company asked STI Systems to bid on the implementation of a new Customer Relationship Management (CRM) system. The company had several different CRM Systems installed by various implementation partners in many of its divisions in Europe, the US, Canada, Asia and Australia.

Trusting relationships were established between STI Systems and multiple stakeholders to work through the inevitable issues so that a sales process that had become dysfunctional could be rejuvinated.
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A Sorely Needed Management Skill

Public Speaking and Presenting: A Sorely Neglected Sales Management Skill
As part of my consulting practice I attend dozens of sales meetings and national conferences with my clients. To get things off to a rousing start, my clients frequently hire motivational speakers. There may also be a demonstration of the latest and greatest CRM system. Then its on to the nuts & bolts stuff: reviewing the products, compensation, order entry, an overview of the sales process, and so forth. Unfortunately little time is ever spent at such meetings showing how managers can help their staff improve the basic every-day skills needed to accomplish their jobs. Public Speaking and Presentation skills are among those that are the most sorely lacking.

The sad truth is that many managers don’t have these fundamental sales skills themselves, so they cannot be expected to teach them. It is not their fault.
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