Sales managers usually have no problem grasping the value of CRM--it presents sales data in an easily digested format that allows managers to adjust programs, processes and people to optimize selling. For sales people, however, CRM is often viewed as a new burden, a hindrance and an example of the sales manager shifting his work on to them. In reality, it's as helpful to sales staffers as it is to managers, if used right.
But perception is reality--so sales managers need to help overcome preconceptions of their sales staff. In other words, sales managers need to sell CRM to their sales staff. However, CRM brings so many benefits up and down the sales ecosystem that it becomes an easy sale if those benefits are articulated properly.
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