The one thing many Social CRM architects forget to think about is to redesign the sales processes to correspond with the way people buy today.When I explore Social CRM solutions with clients, the conversation changes once we talk about sales processes matching the new reality. In essence: CRM was based on sales processes designed in the 70’s, 80’s and 90’s. But then everything changed.
Social CRM is not only a reflection of that change but need to provide concepts for average sales people – how on earth they need to do differently in their every day’s life’s.
If your selling methods haven’t changed in the last years, achieving quota in 2010 will become harder than ever. Why? Prospects explore and research brands and products different than 10 years ago. That’s why leadflow is drying out and “inquiries” are next to none. The today’s consumer and corporate buyer alike ‘google’ things, then ask their trusted networks, peers and friends and bring clear pricing expectations to their conversations.
Just look at the typical buying process just 20 years ago:
Compare that to how your prospects buy today:
While the actual tasks are not that different, the source of information is very different. Prospects no longer consult the “expert”, instead they get educated through their “network”. This is hard core evidence why inquiries have dropped so much, in some cases to almost zero.
But what I want to point out:
No social CRM system in the world will be able to help you if your sales process remains the same.