Pop quiz: What does CRM stand for? Brian Gardner says there’s more to the acronym than customer relationship management. He’s the Founder and CEO of SalesProcess360, a consultancy that helps distributors secure greater ROI from their CRM.
Jason caught up with Brian to learn more about the company’s “reverse order” approach to picking the perfect CRM. They explore the differences between ERPs with CRM add-ons versus systems that are purpose-built for complex sales environments and touch on the industry’s AI readiness. The pair also discuss how a company-wide audit before purchase can boost employee buy-in and enhance long-term CRM efficacy.
“You’ve gotta start with the end in mind,” says Brian. SalesProcess360 guides clients through a “reverse” audit to address deficiencies in their procedures before they purchase or deploy a CRM. In cases where a company already has a CRM in place, Brian and his team help the organization redefine its use and reintroduce each department to the CRM’s potential value. “Two things that I found as common denominators: you must promote the why,” asserts Brian, adding that constant reinforcement is key. “And then, there needs to be what I call a CEO for CRM; someone needs to be driving this process.”
Understanding the company’s “why” is essential; drilling down to each department’s ”why” secures employee buy-in. “You’ve got early adopters, middle-of-the-road, and your laggards,” observes Brian. “It’s constantly promoting the why and whole-team collaboration.” That’s also where the CEO of the CRM comes into play. Having a competent systems architect on hand to guide the process can significantly improve employee acceptance and leverage key customer touchpoints. “Change management is hard,” he admits. “That’s why it’s important to have a CEO for CRM who’s driving this, understands the bigger vision, and can create a roadmap of what this is all about.”
Brian has extended his expertise beyond the consultancy, including teaching at Texas A&M University and authoring several books. His latest, “ROI From CRM,” is filled with tips for getting the most value from the software. “Hopefully, it’ll help other companies with some nuggets of information that remove some speed bumps for ’em. That’s rewarding for me.”
MENTIONED IN THIS EPISODE
Industrial Distribution| Texas A&M University
QUOTES
“You’ve to constantly promote the why and the value that people will get back from the data, that they’re just not putting data in.”
“CRM stands for Customer Relationship Management. In the real world, I think it also means change management.”
“It comes back to the ‘why’ in painting the picture of ‘this is a team solution.’”
“I strongly recommend any company who’s looking at CRM or looking at revamping or redoing or putting a refocus on CRM must position it as a team solution.”
“I believe that CRM, if implemented properly, can be your competitive edge by better managing the front-end of the sales cycle.”
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Distribution Talk is produced by The Distribution Team, a consulting services firm dedicated to helping wholesale distribution clients remove barriers to profitability, generate wealth, and achieve personal goals.
This episode was edited by The Creative Impostor Studios
Special thanks to our sponsors for this episode: Profit2, helping distributors charge the right price; and INxSQL Distribution Software, an integrated distribution ERP software designed for the wholesale and distribution industry.
CONNECT WITH JASON
CONNECT WITH BRIAN
***
Distribution Talk is produced by The Distribution Team, a consulting services firm dedicated to helping wholesale distribution clients remove barriers to profitability, generate wealth, and achieve personal goals.
This episode was edited by The Creative Impostor Studios
Special thanks to our sponsors for this episode: Profit2, helping distributors charge the right price; and INxSQL Distribution Software, an integrated distribution ERP software designed for the wholesale and distribution industry.
