The Top Dislikes Salespeople Have for CRMBased on the results of this survey, we will look at the top 5 reasons salespeople dislike CRM, and provide solutions to these issues.
Why Salespeople Dislike CRM
1. Time ConsumingWhen a salesperson says a CRM is “time-consuming”, what does that mean? To put it simply, it means that the salesperson believes the tasks they’re expected to carry out in the system takes too much time away from their most important job: selling! A CRM that meets the needs of a salesperson will be perceived as an indispensable tool that enables the salesperson to sell more. Anything short of this standard will be seen as a burden. According to a 2014 study from Cirrus Insight, assuming a 40-hour work week, the average salesperson only spends about 24 percent of their time selling. Much of a salesperson's time is actually spent doing tasks like finding content for prospects and logging data from their interactions. A CRM with a content library and limited data entry requirements can resolve issues like these. To make the tasks associated with working in a CRM less time-consuming, businesses should do a couple of things: Optimize the CRM for the salesperson. This means that the CRM is customized to fit the processes that salespeople have become accustomed to. Limit data entry requirements. This can be done a number of ways, but two simple ways to limit data entry requirements are first, determining which metrics are the most essential for management, and only requiring data to be logged that allows management to track those key areas. Second, customize the system or use add-ons that automate processes and limit activity logging.
2. Difficult to LearnTaking a glance at change management statistics in terms to software implementation reveals one thing: it’s hard to get businesses to adopt new software, and its even harder if the software is difficult to use. A 2013 article published in the Harvard Business Review found that organizational change projects (which includes software implementation) fail at a 60 – 70 percent rate. In terms of CRM, a 2009 survey from Forrester Research found that CRM systems fail at a 47 percent rate. There is no doubt that a major cause of this is businesses deploying systems that aren’t customized for the needs of their users. Another cause of salespeople believing a CRM is too difficult to use is poor training and failing to continuously educate users on the system. When salespeople begin using a CRM, there is a lot of information to take in. For example, it’s not a given that a salesperson will understand relatively basic information like the difference between leads and contacts. In addition, they will have to learn how to navigate in the system to find information; they will learn how to generate reports; how to accurately forecast, and much more. A major goal of a CRM implementation is to make the system easy to use. This can be done by limiting the functionality of the system initially and adding additional features along the way. For example, the business can rollout the system and have salespeople become acclimated with creating quotes, and as time goes along more features can be utilized and added to the system. Another way to ensure the CRM is easy to use is proper training. Some best practices for CRM training include:
- Thoroughly training users for tasks they will carry out in the system. This can be accomplished by training departments individually so there aren’t salespeople in the same training sessions with individuals from marketing or accounting because they will most likely use the system differently. It may also be beneficial to segment training within the sales team for individuals that do appointment setting versus those that manage accounts, for example because they may also have different tasks in the system.
- Continue training and education after the initial implementation. If your business uses the system properly, it is likely the way the business uses the CRM will change. There will be feature enhancements, new departments may begin using the system, or processes may change as the business grows. In addition, new employees will require training, as well. Thus, the need to continuously train members of the organization is essential.
3. Poor PerformanceA major cause of poor performance with CRM is data accuracy. When a business’s CRM contains inaccurate data, it will undoubtedly perform poorly. For example, if a CRM contains duplicate entries, meaning the same data is entered on multiple occasions, or if important information is omitted, areas like forecasting and reporting will produce inaccurate results. To ensure the optimal performance of a CRM, businesses must take steps to ensure accurate data. This can be done by:
- Having data entry requirements
- Having individuals tasked with maintaining data accuracy
- Using add-ons and system features that remove duplicates and maintain clean data