Sometimes it can be a pain. Why? Because SSMS (or should I say SSIS) uses the Windows Excel driver, and it infers data types of the columns incorrectly, and will choke when you import. Sometimes it will work, sometimes not. So you have to import it as text. However, first you have to re-save the Excel file as a CSV (which will by default use commas as delimiters, and quotes for qualifiers).
In the Advanced section, select all the columns and make sure the OutputColumnWidth is something big enough, larger than the size of the largest column. In this case, we’ll make it 150. Make sure the DataType is string [DT_STR]
Leave the rest of the settings except the target database/table where you’re importing, and Finish the import.