Reasons Why Your Sales People Won't Use a CRM?
Your guide to overcoming sales staff aversion and increasing CRM adoption rates
Let’s get real: your CRM system was expensive. You invested time and money into researching, purchasing, rolling it out and renewing it. Thus, staff CRM adoption is not an option. It is a mandate. Your CRM is your portal into your company’s operations, and sales data and your sales team agreement are required to meet its full potential. Yet CRM avoidance is a real thing, and crafting a plan to manage reps who shirk your system is something you’ll have to do.
Most CRM systems are not doing enough to help in the sales process. Salespeople avoid it because it doesn’t advance their interests. So what features should you shop for to get engagement from your salespeople?
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Unless, of course, you roll out a CRM application your salespeople will want to use.
This free e-series provides valuable insight into the minds and preferences of salespeople and highlights the features your CRM must have to encourage use.
Our free e-series will help you:
- Understand the difference between a bulky CRM and a workable one
- Balance management requirements and sales team reporting priorities
- Recognise the importance of data capture on mobile devices
Find out why your salespeople won’t use a CRM today and start improving adoption today.
Why the backlash? What drives this resistance? Those are the questions we are here to answer. We've talked to salespeople, managers, MD, and Sales Directors. We've spoken to professionals across many verticals, and we know what is working and what is not.
It is a guide to your salesperson's brain. It maps out why the intended user isn't going to use the software you fought, budgeted and paid for. By dissecting these thought processes, you'll gain a deeper understanding of what your rep is thinking, why they are considering it, where you can help, and what you must demand from your CRM.
"The CRM is too bulky."
When your salesperson tells you the CRM is too bulky, they are telling you one of two things:
- They didn't get adequate training on the product. Or,
- The software is, in fact, too bulky.
For everyone's sake, let's hope it is the former. How do you know the difference?
When your salesperson tells you that the CRM is too bulky (but inadequate training is the real culprit), look for these little clues: they say there are "too many" features, they are "overwhelmed," or they don't know where to "start." Inadequate training means they literally might not know how to open the programme on their desktop.
Or how to find the information they are searching for. Or what those little "tag" buttons mean. Training will resolve this issue, and training is something you can schedule. Training is an investment that yields returns overtimes. Inadequate training is the best kind of problem you could have. A truly bulky software set-up is another beast entirely.
If your salesperson tells you your CRM is too bulky and you know what they mean - because you too are swimming in a sea of too many menus, buttons, options - you have a problem on your hands. Your salesperson is not your programmer or your software engineer. They aren't interested in spending hours of their precious time learning the complexities of a brand-new computer programme. You hired your sales team to sell.
Salespeople are, by nature (and training), people people. And you want to keep it that way. Your sales team must spend their time cultivating relationships and qualifying leads, not watching endless online tutorials trying to make sense of an overly complicated customer relationship management system.
A good CRM has a clean interface, intuitive organisation, and is simple to use. A bulky CRM is precisely the opposite. How do you know where on the spectrum your system lies? Do a little internet anthropology. Ask your salesperson to create a new contact. Then sit back and observe. A good CRM won't have you sitting back for very long.
A new contact should be created, populated and saved with only two or three clicks of the mouse. And your rep should have been able to add this new contact from whichever screen they are working from in their CRM. This part is crucial. We know when introductions happen, and it is not when you are camped out on the home screen of your system.
Warm introductions come in when you are on a call with an existing client, deep in a conversation about another deal, and they remember Ms Smith from company Smith & Co Ltd., whom they have been meaning to introduce to you.
Suppose your salesperson has to navigate back to the home screen, select 'add contact' from a drop-down menu, wait for a new page, click through a pop-up and chisel the information into a stone tablet to document that introduction. In that case, it's time to drop your CRM. Look for the CRM that makes contact management a snap. Purchase the CRM that creates new contacts with a couple of clicks of the button and puts the tools your team needs in front of them when they need it.
The CRM doesn't integrate with the tools I use.
When your salesperson has developed an online rapport with a prospect, they need to keep that conversation going on the platform that nurtures that particular relationship. Maybe they shoot emails back and forth or stay in touch on Facebook. Either way, they have a good thing going, and your salesperson isn't going to give up the game just so the management team can see it on their dashboard. It is where you come in.
You do want the management team to see it in their dashboard. Who can blame you?
It is exciting and essential to track where sales conversations are coming from and when they are converting. Data like this makes your coaching more effective and determines where the resources go. Still, you can't gather that information at the expense of your bottom line, i.e., by forcing your salesperson off the platform that was working for them and onto the CRM. You have to balance these competing priorities. An intelligent CRM will help you do just that.
Evaluate your existing or prospective CRM for platform integration. Does it easily track which conversations are started in Outlook and sync with your Outlook email? What about LinkedIn? How about Facebook? Can you easily capture new leads from those social networks? You should.
Look for the CRM that offers plugins and extensions that allow your salespeople to stay in Outlook while they save information to your CRM database.
The CRM sucks on mobile.
Lucky for you, your sales rep takes their work on the road. Unlucky for you, your CRM doesn't go with them. Conferences, client dinners and flights are all ripe for introductions, sales discussions and relationship cultivation. But what happens when your sales team can't track these conversations immediately? Details get lost in the delay. It sucks for you, your salesperson and your bottom line.
Your rep shouldn't have to wait until they are back at their desk to introduce a new contact to your database or update a contact card. When your salesperson is on the road, the CRM should be out there with them – easy to access on their phone, tablet, or laptop. When your salesperson walks away from the conference floor after five conversations and a cocktail, they want to be able to pull up your CRM on their phone; add new contacts, take a few notes and move on with their night, confident that none of the essential intel will be erased from memory over the flurry of the next couple of hours. Help make that happen.
When shopping for your CRM, look for management systems that feature native iOS and Android apps. You'll want a CRM that makes data entry on a mobile device a snap and syncs data across devices so your rep can track this conversation and move on to the next one.
I'd instead be calling leads.
Hallelujah! Your sales rep has fire in their belly, and they want to get on the phones. It is excellent news! Sales is a numbers game, and you are blessed with a rep who keeps new business rolling in.
But what about conversions? What about lost deals? What about your pipeline?
As it turns out, sales is not just a numbers game. It's also a relationship game and the matter of the conversion just as much as the introductions. When your salesperson says they'd rather be calling leads, what they mean is that they want to do the work that leads to the sale.
We all know data entry feels like a time suck. We also know it's imperative to identify which processes and relationships create closed deals. If your rep won't use your CRM because they think it takes them away from successfully conducting business, who can blame them?
Your CRM must make it super simple for your fired-up sales staff to track their momentum and pace themselves for the game. You want the process of entering and updating contact information to be a breeze. You also want a simple way to track the tasks and outcomes associated with those calls.
Did leads become prospects or turn into deals? Your CRM should make it easy to make those changes quickly. It should also help you and your team keep track of the more nuanced developments of the sales relationship and help your rep track the work that needs to get done to seal the deal. Look for a system that allows you to make changes and take notes with the touch of a button. You need your sales rep to dedicate some time to updating their calendar and creating task lists, but not too much time.
Look for a CRM that provides you with enough data fields that you can track essential information about your prospect but not so many that your rep sounds like an automated system instead of an authentic human being.
It doesn't help me sell more.
Well, it should. Your salespeople are in the trenches, making calls and counter-offers day after day. And while they are tracking closed deals, they probably can't tell you exactly how much is in the pipeline or precisely where an offer went wrong. It's not that your sales rep doesn't care about the missteps they made during the sales cycle; it's just that they don't know they are making them. This is where your CRM comes in.
Your CRM shouldn't be a bottomless bucket you constantly pour water into. It should operate like a machine and add value to your sales team's raw material - their data. A CRM is not an address book. Or a database. It is a customer management system, and it should operate as such. Look for a CRM that generates reports that mean something and that you can use to monitor and improve your sales process.
It doesn't stop with a dashboard and a contact list. Find the CRM that spots trends and generates insights. Look for a management system that allows you to set goals and track progress in a meaningful way. By significant, we mean visual. A full-colour pie chart tells the story so much better than black and white line items do. Pull a report if your rep is constantly losing deals during the negotiation stage. They are much more likely to shore up their game when they see their weak spots in a full-colour chart than if you had just said something in a one-on-one.
An intelligent CRM can make a good sales team great. An outdated CRM wastes time and demoralises salespeople. If your sales team is neglecting your CRM, it's time to talk to us. HubSpot is the next-generation customer management tool specifically designed to boost productivity and keep your team on track. HubSpot was designed and optimised to make the customer management process straightforward, insightful and relevant for the new sales generation.
HubSpot is a cloud-based sales CRM system. We use it to help our clients streamline their sales processes and reach their goals.
You'll get powerful features like:
- It's pipeline-focused, giving you a clear view of your sales pipeline and any deals that need attention
- It automates repetitive tasks and automatically tracks emails, calls and progress on deals
- The interface is clean, intuitive and gives you all the information you need in one place
- It allows you to track your team's performance and use customisable KPIs
- It's easy to implement, and it integrates with your emails (along with many other integration possibilities)