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Sales Person's ROI Model  - The Key to Improve CRM User Adoption Rate
By Steve Tsai, Managing Editor, Internet Journal

Low User Adoption is the Biggest Risk in Selecting a CRM System
According to a report by CSO Insights, only 38% of the companies has CRM user adoption rate of 75% or more. This is the underbelly of the CRM system and the biggest risk in selecting a CRM system the lack of user adoption.

Is the CRM Designed for Sales People or for the Management?
The primary reason for this low user adoption rate is that sales people don't use it. Sales people have many options to perform their sales activities. If the CRM's sales automation tool does not meet their Sales Person's ROI Model , they will avoid using it, no matter how wonderful a sales management tool it is.

Sales Person's ROI Model
Sales people's compensation is directly tied to how much they sell. Sales people are not likely to embrace any work that is perceived as not contributing to their sales results. A sales person has an implicit criterion - we call it The Sales Person's ROI Model TM:

Incremental Revenue is greater than Opportunity Cost

Incremental Revenue is the additional sales a sales person will get by using the CRM and Opportunity Cost is the amount of time sales person input information into CRM that he could have used for revenue generating activities.

Therefore, the key to better CRM user adoption by sales people is to meet the Sales Person's ROI Model. That means:

    • Enable sales people to quickly get all crucial information right before talking with a prospect - a time critical moments in selling.
    • Enable sales people to easily send quotes and documents to prospects immediately after the call is complete a time sensitive moment of selling.
    • Shorten the time for sales people to input information into CRM a time consuming activity.

The design philosophy of CRM should be to make frontline workers, especially the sales people, more productive. The following criteria are useful guide:

    • The inputting, accessing, and sending of information should be designed with frontline sales people in mind
    • All crucial and relevant information should be easily reachable in 1 click
    • It should be intuitive, easy to use, and easy to personalize for the users.

Tab Based Touch Screen Friendly Navigation Scheme Everything is 1 Click Away
A common complaint about the decade old legacy pull-down menu based navigation scheme is that it is cumbersome for touch screen and lacks backtracking capability. A new approach aimed at making a sales person more productive is a multilevel tab based navigation system that is touch screen friendly and enables the user to reach any relevant information within 1 click. It also has built-in backtracking mechanism.

A Tile Based Command Console Everything is Visible
A tile based layout that includes all the activities a person needs to perform. Every activity is visible on this home screen. At a touch of screen or a mouse click, the sales person can get to the activity he wants to do. No pull-down menus.

Rapid Prospecting
The moment the sales person is about to call a prospect is the most time critical moment in selling. All relevant information must be available to him to make the call successful. A sales person should be able to see all the relevant information, including notes, of a list of prospects at a glance do rapid prospecting without leaving this page.


About The Author
Steve Tsai is the Managing Editor of the
Internet Journal Internet Journal provides the insights and analysis on Internet marketing, eCommerce, mobile communications, eSecurity, and global e-Business. If you have any comments about Internet Journal, please send email to


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