Same Input - Same Output
Jan 08
I’m having a moan and it’s only the 7th January!… and it’s all to do with inputs and outputs. If any of you are practitioners in Neuro Linguistic Programming you will know one of the presuppositions of NLP – if you want a different output, then you need a different input… however having thought about what I have just written for a few moments I realise this law is so fundamental that you don’t have to know anything about NLP to realise the same input will produce the same output and if you want something different then change the input.
This thought process started because I’ve just got back from visiting a colleague from another sales training organisation where part of our conversation was about how ineffective CRM was for field sales people and the upshot of the conversation was that everyone knows this, but nothing is done and so these expensive systems keep going in with the same input expecting a different output.
The problem as I see it, is that CRM is such a large purchase it’s the guys at the top who make the decision to purchase and expect the guys at the bottom to run it. The guys at the top know that the guys at the bottom need improving and are sold on the fact that CRM can introduce some form of command and control that will keep everyone in check. “They can be assigned tasks… and we can see what goes into the pipeline… we can see their activities and their email…. there will be no hiding!”
However, CRM companies know their systems don’t work that well with sales guys and its seems that conventional wisdom from those who like to think they are in the know is that the problem with CRM is that it is content free… no process behind it… just a well structured database, and therefore the conclusion has been that CRM needs a sales methodology integrated into it. So, we now see CRM systems integrated with the well known sales methodologies and guess what?… little improvement.
Conventional wisdom also tells us that if we want to improve sales we need to introduce a strong sales methodology and there are plenty of them around to choose from. They may have different names, but they all do essentially the same thing… help manage a sales opportunity. They don’t actually directly help a salesperson manage their core task. Most methodologies are also too complex… they are fine in theory, but out in the battlefield, in the heat of the moment, just too complex to fully apply.
CRM is also too complex… it just needs too much information, it’s not that user friendly and does not provide the sales guy with anything that will help him achieve their core task. Therefore, integrating methodology with CRM is not going to help sales guys achieve that much more than they already do.
So what’s the core task?… above all else the sales guy needs to make, or preferably exceed, his number. He needs to be able to manage his portfolio of opportunities so that he can make his number. This activity is commonly known as pipeline management and this is one of the main reasons CRM is implemented… to get control of the pipeline. Most, if not all, organisations think pipeline management is the prerogative of the organisation and it’s the sales guy’s duty to fill the pipeline for all those to see it, ask questions about it, poke it, throw out deals, question why deals are not moving and generally use it against the sales guy… or at least that’s what many of them think! So, guess what?… not all deals are put in, it’s also not updated with the truth if the truth is going to be used to beat up the sales guy and therefore everything else falls by the way side… and no conventional sales methodology integrated into CRM is going to solve this problem… therefore, the core task is not addressed.
Let’s recap… the top guys in the organisation want to see the pipeline. They Implement CRM to get a corporate view of the pipeline. CRM companies don’t understand pipeline management and provide very poor functionality, but it looks good to the organisation who does not know any better. CRM is implemented and the returns are poor. Everyone realises something is wrong. It is thought the guys at the bottom are not doing their job, they can’t be… they don’t use the CRM system… so CRM companies introduce command and control functionality to help management keep these wayward sales guys under control. The guys at the top love it and more CRM is sold. Nothing improves… something else needs doing. CRM companies look around and see companies implementing sales methodologies and realise methodology is missing from CRM. However, it’s the wrong methodology, but no one knows this and it’s integrated. We now have a data hungry system even more hungry… and still no help with the core task.
To help overcome this problem we have come up with a solution. We have developed a sales opportunity tool that combines a personal sales pipeline with full deal plans. The tool follows a very simple pipeline methodology that works on the two outcome method of forecasting – win or lose – it is very visual and very quick to maintain. Sales people love it. Sales managers love it. It gets results and helps sales guys to overachieve. It does the core task… it helps the sales manager with the core task… they can see exactly how each person will be making their number. Each sales guy can also see how much commission they will be earning, particularly the effect of the accelerators if they overachieve… it’s amazing the focus this brings!
The system is run standalone and the sales guy has complete control over who sees the information. They see this as good… the guys at the top see this as bad. It’s not part of their corporate faith and therefore it’s bad… the guys at the top believe it’s going to take away from their beloved CRM… the CRM that’s not working nor providing the correct return on investment! Now, with our system, the one that the sales guy has complete control over… it has all opportunities in it… everything… and it allows the sales professional for the first time to start planning for the future sales periods… they can build their funnel of potential opportunities safe in the knowledge that it won’t be used against them. The result… forecast accuracy increases, they make their number, the sales manager is in better control and… interestingly enough… the corporate CRM becomes more accurate, because it is fed with accurate information.
Our systems are not sold to the guys at the top, we sell to the sales manager and those who have control over their budget will buy. We look to replace all the individual systems that sit outside of CRM and are developed because the sales professional needs a system that helps them control their business. These systems are invariably Excel based. We replace all these different Excel based systems into a single pipeline methodology that is common across the sales team. The price of our system is negligible and is often expensed on credit cards. We get in under the radar and have done more to get CRM accurate than CRM has ever done for itself.
The colleague I went to see was very impressed with our solution, he could see why sales guys would use it, could see how it would help them achieve, but he also knows that those at the top would not entertain it as they have too much invested in CRM and would not want to change faith… and that’s the moan… the problem seems too big and too cumbersome to introduce to the top guys for appears to be a different faith… however, it’s not about changing faith, it’s about introducing something that makes a difference and will make the CRM system more accurate, but it’s not linked directly to it and the sales guys controls what is seen, knows he can trust it, sees how it can help him achieve and wants to use it… the upshot… CRM becomes more accurate, but then we would have a different input and we can’t have that can we!


