Did you know? Effective sales organizations are 81% more likely to be practicing consistent usage of customer relationship management system or another system of record.
There is no doubt that CRM is an excellent tool for sales teams. Organizations using a CRM automation get a competitive edge and can significantly enhance customer engagement and involvement.
Looking for CRM Software? Check out SoftwareSuggest’s list of the best CRM Software solutions.
However, we often tend to ignore the issues faced by the sales team to use the solution that has essentially been designed for them.
We understand that many a time there is a lack of willingness to adopt CRM software in your sales department owing to many reasons. Thus, we bring you some of the common reasons why your sales reps struggle or outright refuse to use a CRM (and how can you address their concerns.)
1. Lack of Training and Enforcement
22% of salespeople still don’t know what a CRM is. Whenever something new is introduced in a system, it is often met with doubt and reluctance. Similar is the case with CRM software.
Sales is one of the most important departments in any organization. A lot of work gets done on the field. This involves interacting with clients, explaining the benefits of using your services/ products, and attending events and conventions.
The benefits CRM software in which a sales team to track team’s performance, sales personnel often find it challenging to get used to it. The main reasons for this could be a lack of training and the fear of stricter monitoring.
In order to solve these issues, management has to make an effort to enforce CRM usage on sales representatives till it becomes a habit. However, only enforcing the usage will not be enough. You need to ensure that each sales representative understands the positives of using CRM software.
Failing to do so will lead to your representatives following old ways of working. It will result in more training hours and stricter monitoring. This, in turn, might lead to disturbance in the team and impact their productivity.
2. Believed to Hinder Flexibility and Privacy
As mentioned above, there is a high probability that your sales team considered the newly installed CRM software as a monitoring device tool. They might also feel that they are under constant surveillance.
CRM software today comes with intuitive dashboards, real-time updates, and ready access to data. This helps the management get an overall picture of their company sales and revenue. As per a study, 74% of users said their CRM system gave them improved access to customer data.
Thus, to eliminate your sales team’s skepticism, you need to make it clear that the objective of having a CRM is better customer management rather than just sales management system.
One of the common issues with CRM software is its complexity, at least initially. If your selected CRM tool’s navigation is cumbersome and unnecessary fields need to be filled, your sales team will be disinclined towards using it.
Thus, to eliminate these issues, you need to find a CRM software which not only fulfills your organization’s requirements but has an easy-to-use interface as well. The best solution is to ask the sales team for a trial and take their feedback to the vendor.
4. Updating Customer Communication Takes Time
Many companies emphasize recording every customer communication in the CRM. This can also make the sales representatives averse to CRMs. Now, why is this a concern?
Well, sales reps may see this as an administrative job that will hamper their work and not something which could improve sales.
To solve these issues, you can use a cloud CRM system so that your sales team can update their communications on the go. Moreover, your sales can also have the vendor merge the mails and calls.
This way, they need not spend time on re-entering those details and can get a buffer to update important information.
5. No Distinction between Good and Bad Data
Here CRM data to maximize ROI on your promotion. However, it also means that there is a lot of junk data present in the software. If the software’s data is not sorted regularly, it can be intimidating for the employees using it. Thus, making it all the more difficult to use it effectively.
Junk data can pile up if there is an issue with migrating data or if more than one person is making similar entries. Here are the problems faced by sales team in using a CRM software only if the redundant data is not identified and separated from the required data, it can be detrimental to your company’s sales and revenue.
6. Constantly Changing Expectations of the Upper Management
Whenever you get a lead, it is important to analyze it and then consider if it can be converted or not. However, sometime later, you might even wish to draw a comparison between the ‘leads won’ and the ‘leads lost.’
If you constantly keep changing your focus, CRM software solutions can help increase revenue with full potential. Furthermore, junk entries will be created as your team tries to keep up with the changing expectations.
To avoid such situations, you need to define each stage clearly and restrict yourself to it. If you need to make any significant changes, make sure that your sales team fully understands them.
Having CRM software is not enough, it requires substantial effort from both the management and sales team to make it work. The idea is to be patient and provide adequate support and training if your sales team is having a tough time adapting to a CRM.
Did you also face such issues when implementing a CRM? Let us know your experience in the comments below!