Beyond Spreadsheets: Advancing sales technology in manufacturing

If you work in manufacturing, then you know that it can trail behind technologically, at least not when it comes to back-office operations. According to recent research, a staggering 74% of manufacturing companies rely on legacy systems and spreadsheets, limiting how quickly they can move through detail-oriented sales cycles. This technological inefficiency extends to sales teams, where the absence of dedicated Customer Relationship Management (CRM) systems can prevent teams from operating optimally, relying instead on Enterprise Resource Planning (ERP) tools and offline spreadsheets—an inefficient way to manage a team and track results.

As a sales leader, you know the pivotal role your sales team plays, navigating complex sales cycles and securing crucial deals. To operate effectively in today’s competitive landscape, your team requires dedicated tools tailored to the unique challenges of the industry. A huge component of your job as a sales leader is to provide your team with the technology they need to make their numbers, quarter after quarter. It’s no easy feat, and this post goes into ways to manage through this change.

Spreadsheets are keeping you from managing your team to success

Spreadsheets are prone to human error, making them unreliable for maintaining data integrity in complex manufacturing sales cycles. Mistyped figures, accidental deletions, or misplaced formulas can distort crucial information, leading to decisions based on bad data. These inaccuracies can have significant effects, including miscalculating margins to misinterpreting best-fit prospect accounts for your company. Moreover, as spreadsheets grow in complexity with expanding datasets, the risk of errors escalates and impacts your ability to stay agile and responsive to your team.

Spreadsheets also lack features for collaboration, which is essential as a sales leader trying to monitor your team and provide critically timed feedback. Concurrent editing could be a recipe for a disaster, while locked spreadsheets mean data is slow to be accurately updated. Accessibility for teams on the road is also an issue, which prevents real-time data from being shared teamwide. When sales cycles are reliant on quick, accurate decision-making spreadsheets hold you and your team back.

Why sales leaders need to break from limitations of spreadsheets

Manufacturing sales often involve complex products with diverse specifications and configurations. Understanding the unique needs of manufacturing sales requires solutions that can accommodate these complexities. Sales teams must have access to tools and systems capable of handling intricate product structures, customizable pricing models, and variable lead times. The right tech can provide comprehensive insights into customer requirements, enabling sales representatives to tailor offerings effectively and deliver personalized solutions that meet the specific needs of manufacturing clients.

Navigating pushback

• Finding budget to invest in tech for your team

The initial investment in implementing new technology can be daunting, both in terms of monetary expenses and time commitment. Many companies hesitate, fearing the loss of resources during the research phase and the subsequent implementation process. That coupled with the added expense of new technology can grind adoption to a halt.

However, it’s crucial to emphasize the long-term gains and efficiencies that a CRM system can bring. While the upfront costs may seem significant, the returns on investment in terms of improved productivity and revenue generation far outweigh the initial expenditure.

• Working with legacy technology

Leadership could be apprehensive about integrating a CRM system with existing technologies and business processes. There may be conversations around potential disruptions to operations, data inconsistencies, and compatibility issues with legacy systems. Ensuring smooth integration is crucial for maximizing the effectiveness of the CRM system and avoiding productivity losses or customer dissatisfaction due to technical challenges.

It is important to show that a CRM will be able to centralize data from other systems for the sales team eliminating data inconsistencies found in siloed spreadsheets and ensuring the sales team is working as a cohesive unit from one source of customer and prospect data.

• Future-proofing your business

Resistance to change is a common obstacle, particularly when challenging established practices. You may encounter a desire to preserve the status quo and avoid the discomfort or effort required to adapt to something new. This resistance can be particularly strong in organizations where there is an attachment to existing processes or where change initiatives have failed in the past.

To counter this, illustrate the transformative potential of CRM by presenting concrete data and statistics. Highlight how CRM implementation can provide sales teams with data-driven insights, enabling more personalized interactions with prospects. Studies show that an impressive 69% of respondents reported a more accurate view of customers, sales, and projects with CRM. Sales technology improves the way teams work. But it’s important to note you’ll need to get buy-in with stakeholders because even the best tech won’t work if people don’t use it.

The playbook to move beyond spreadsheets

Sales leaders in manufacturing need to be at the forefront of embracing advanced technology solutions tailored to both their and their team’s specific needs. Comprehensive CRM systems offer invaluable insights, efficient task management tools, and automation features that facilitate processes and drive productivity. For sales leaders in manufacturing, the choice is clear: adapt and embrace digitalization, or risk being left behind the competition.

Learn more about advancing sales technology in manufacturing in our latest guide.