Selling CRM inside the organization

1. Customer Relationship
Management
Selling CRM Inside the Organization
Ujjwal Goyal
MBA-14th Batch
39

2. Do:
• Gather high-level business requirements before introducing CRM in
the company. Ideally these requirements will originate in different
areas of the company, bolstering your justification argument.
• Do run the content by your peer before presenting it.
• Do communicate the business action and changes CRM will drive.
• Do make sure your presentation quantifies the ROI or return on
relationship you expect from CRM.
• Do discuss how CRM has helped another company in your Industry.
• Do discuss the “need, pain, or problem,” will solve. The more
visible the problem and greater the extent to which upper
management feels it too, the better.
• Do have a realistic idea of budget requirements.

3. Don’t:
• Don’t give the impression that CRM is a finite project with a
beginning, and ending.
• Don’t dwell on cumbersome statistics or analyst reports.
• Don’t quote theory or explain philosophies.
• Don’t sugarcoat the risks.
• Don’t focus on specific products, diagram technology architecture,
or bring a vendor.
• Don’t be pessimistic when organizational or political issues are
raised. Executive buy-in can preempt turf battles and gradually
establish a customer focused business culture. Your presentation
might spark that seminal-focused moment with the right executive
and change everything.

4. • Touch on some specific organizational, technological, or business
process impacts of CRM.
• Don’t avoid discussion about ”what’s under the hood.” Prepare
yourself to appear educated and perfectly able to indulge the
detailed questions of the CIO or financial director.

5. It’s unlikely that any executive will be ready to sign on the
bottom line after simply hearing about CRM for the first
time. As with everything else, selling CRM internally is a
process, and the first step is always the hardest. Be prepared
to educate and, at worst, to begin chipping away at some
closely held paradigms.

6. Advantages & Disadvantages of CRM
Advantages of CRM:
• While company is quickly growing, customers are more satisfied as
well
• Service provided in a better way, and a quicker way
• Integrated customer information
• Operation cost cut, and time efficient
• Brand names more quickly established
• A central database so that everyone in your company can keep track
of customer contacts
• Sales and marketing teams can benefit from having all this inside
knowledge about customers
• Lets you set up rules for distributing work throughout your company
• Lets you pick and choose the functionality that you want

7. Disadvantages of CRM:
-Organizational wise change of priority to customers.
- Significant investment of time and money
- Heightens people’s resistance to change
- Inappropriate integration leads to disaster