Field Sales Leadership Guide Podcast #28

3. Driving CRM Usage and Sales Tool Engagement with Sonic Healthcare

August 16, 2022
Driving CRM usage and sales tool engagement Sonic Healthcare

It is human nature to want to resist new and unknown things that we don’t immediately see a benefit from. Another layer of resistance is added to this when someone is telling us we HAVE to use (or do) this new and unknown thing.

So, in the business/sales world, it is not uncommon for sales management to face some resistance when suddenly mandating that sales reps start using a new sales CRM or other sales enablement tools. Especially when a current rep feels like they’ve been successful with the way things are being done now, without any new software.

As JT Rimbey, Map My Customers Senior Enterprise Account Executive, describes a CRM, “it’s loved by some, hated by many, necessary for all.” When a sales CRM is deployed and used properly, it’s something that reps want to use religiously.

But, Paul Greenberg from Sonic Healthcare, a recent guest on the Field Sales Leadership Guide podcast hosted by Rimbey, explained that just telling your sales reps that they have to use this software is probably not the best way to go about it. Not if you want to enjoy widespread and eager usage of your sales CRM and engagement with other sales enablement tools. So, what is the best way to drive usage of these tools?

What Your Reps Really Need to Increase Usage of Sales Tools

Paul Greenberg is the National Director of Sales Operations for Sonic Healthcare, an industry-leading medical diagnostics company. One of the contributing reasons for the company’s continued success and growth lies in the strength of its sales team. This is largely attributed to their widespread usage and embracing of valuable sales tools.

Greenberg explains, “When it’s done, right, a CRM is a place that people want to go to and want to live in, eat and breathe and sleep in. There are different ways to make the CRM a place that draws reps in, instead of repelling them. The day that you embrace the benefits of it, is when things change.”

So, for outside sales reps to embrace using sales software, the rep has to see the value in the sales tools and exactly how they can contribute to driving revenue. When it comes to choosing the best CRM and sales enablement tools, management needs to not look at it from their own perspective and decide based on what data they need to see or what charts they want. They need to focus on choosing based on the reps’ perspective and the benefits they could take advantage of.

Does the CRM/sales enablement software create an easy path for the sales rep to drive more revenue? If it does, you’re one step closer to driving higher usage.

As Greenberg added, when referencing sales tools, “the way it’s executed and implemented is usually the difference in how it’s going to be successful or not.” A simple mandate from sales management that the reps have to use the software is not going to equal success.

Demonstrating the Advantages of Using the Sales Software

As Rimbey adds, “the rep has to see value in the CRM for what they’re held accountable for, which is driving revenue.” This applies to any sales tool you are trying to get reps to use. So how exactly do you demonstrate the potential value?

The more you can demonstrate to your reps the specific advantages of using a sales CRM (and other sales enablement software), specifically how it can make their job easier, the more value they are going to see in it and the less resistance you are going to experience. You want to make the tool a place that draws reps to it.

Of course, the main advantage that a CRM offers is that it serves as an easy-to-access, comprehensive central repository for all of the sales and customer information within the reps’ territories. But, to truly demonstrate the value of the software to your reps, you need to go further than that. What are the other benefits that specifically the reps will see from using a sales CRM and other sales enablement tools?

You should be showing your reps that by using this type of software they can enjoy things like:

Increasing efficiency: Sales CRMs, as well as other sales enablement tools, will help supercharge reps’ efficiency. These tools are built to streamline and help automate daily tasks and processes. Thus, giving reps more time to actually sell.

Mobile-friendly tools: Most of today’s sales tools are also mobile-friendly. This empowers reps with everything they need to stay prepared and efficient, even while out in the field.

Mapping: Outside sales enablement software (like Map My Customers) will provide valuable geographic location intelligence for reps for their respective territories. Thus, not only helping them more easily visualize who is in their territory but where exactly more potential revenue opportunity lies.

More efficient route management: Routing features built into a CRM (or added to it) will automate the rep’s sales routing efforts and quickly provide the most efficient route between customers or prospects on their agenda.

Easily tracking their sales activities: Reps can easily keep track of what activities they have performed for each customer or prospect and know exactly where they left off. But more importantly, they can see what activities are equaling the most success and help form an actionable and repeatable sales process that equals consistent success.

Cadence management: As part of sales activity tracking, CRMs also often provide automated sales cadence capabilities. This will help ensure that accounts do not fall through the cracks and go untouched for too long.

Higher Perceived Value = Higher Sales CRM Usage & Tool Engagement

For any sales software deployment and CRM onboarding, the goal should be to get as high a percentage of usage across your sales team as possible. The more you can demonstrate the value of using the tool(s) to your reps, the higher the usage will be. As Rimbey referenced, when it comes to getting someone to do something, “there’s the stick and the carrot, and there’s a time and place for both.”

Like Greenberg has found with the sales teams at Sonic Healthcare, deploying new sales tools is a time to focus on dangling the carrot and highlighting the potential benefits of the tools.

To learn more on this topic, tune into the in-depth conversation with Sonic Healthcare’s Paul Greenberg on the Field Sales Leadership Guide podcast from Map My Customers. In this episode, you’ll get more insight into how you can increase the perceived value in your team’s CRM and other sales tools and start driving higher rep usage today!