Why Don’t Salespeople Use (or Like) CRM?

At the end of the day, your customers are the most important part of your organization.

Everything that you do, and every decision you make about your CRM, should revolve around the customer experience. They are the people bringing money into your organization.

There are several common reasons salespeople say they don’t use CRM. However, CRM is an invaluable tool that can help your salespeople become empowered and become better caretakers to the customer experience.

When you talk about salespeople and CRM systems, they may be put off by the idea itself. There are still lingering misconceptions about why user adoption is low among salespeople; and the idea that salespeople and CRM systems don’t blend well hasn’t been completely deprecated, even in the new decade.

Salespeople can easily fall into the role of antagonistic anti-sponsors, and, since salespeople like to talk a lot, they may perpetuate this mentality among other departments quickly if they don’t see its value.

This is clearly something you want to prevent from the get-go.

Your CRM will become your baby. You don't want anyone treating your 'baby' negatively or neglecting it, especially after the time, care, and investments you've put into it and will continue to.
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However, at the end of the day, your organization still can’t be afraid to call the baby ugly. CRM systems are not perfect! There is always room for refinement, and this metaphor may be something your organization is experiencing now.

Transparency into system dysfunction is beneficial to your organization. When you fear addressing the problems your CRM system has and don’t address them as a result, this is when things start to fail.

Communication is key when it comes to the salesperson’s CRM experience.

Common reasons salespeople don’t use (or like) CRM today include:

1. Lack of Executive Alignment

Is your executive team on board with the CRM system? Were they upfront with your sales team about putting up the money for a CRM? Were they super invested? Did they attend every meeting regarding your CRM project?

Or, did they stop attending the meetings? Did they lose their CRM login passwords? Did they stop showing enthusiasm for the power of CRM? Did they start talking about switching to another system?

These actions trickle down to the sales team… 

When executives fail to align and sponsor the system, it’s almost a guarantee that salespeople and other departments won’t too. These sort of rumors stand to destroy a salesperson’s perception of CRM.

If executives aren’t on board the CRM ship, forget the rest of your crew jumping on. They must lead CRM projects with confidence to ensure CRM users like salespeople follow the same path.

2. Lack of Support for the Business Strategy

Your business process and strategy should always come before the technology. This is especially important for the sales team. If they’re unable to close business using CRM, they are not going to use it daily as it’s intended to be used.

3. CRM Ownership is Undefined

When the question of who owns the CRM system comes up, the tension is clear for most organizations.

There is often a divide and debate between departments about who owns, uses, and benefits from it most.

Is it owned by the business? I.T.? Sales? Marketing? Customer Service?

Everyone’s CRM roles must be clear in order for it to succeed. While it stands to benefit every department in a unique way, failure to show and see a CRM’s value leads nowhere productive.

User accountability and resoponsibility must be transparent from the get-go. Roles may change or shift as you go, but so long as communication about these shifts is clear and proactive, your CRM stands a great chance at lasting success.

CRM is a big time and financial investment. All users must be clear about this going into a project.

4. Salespeople Experienced Failed CRM Implementations with Former Employers

Salespeople may have experienced failed CRM implementations with former employers or even in your company’s history with former bosses. This puts a bad taste in a salesperson’s mouth that’s hard to wash away…

Failed implementations create a single view for salespeople. Change management is key to prevent salespeople from having a negative attitude walking into a new implementation.

It’s important that leadership is encouraging at the start of a new project.

5. Disinterest for Technology

Disinterest for technology is commonly a result of a generational gap. When salespeople are accustomed to a method that works, they wonder, “Why change it?” This philosophy is relatable in many different job roles and aspects of life, despite age and experience.

However, it’s important in today’s marketplace to help all users make the shift to technology.

Technology isn’t the way of the future. The future is now, and technology is abundantly present.

Mobile CRM interfaces may be especially off-putting to some salespeople, and they may struggle to login every day. Introducing mobile at a later phase may be best in this case, instead of overwhelming users all at once. A phased approach is recommended. Celebrate small wins as you work towards bigger goals for your organization.

Salespeople love repetitive processes, and shaking things up may be disruptive instead of productive to them.

It’s not good or bad, but when they’re used to a certain way and reluctant to shift their habits, change management is equally crucial to address this common reason salespeople don’t like CRM.

6. Data Inconsistencies

This is a huge problem for an array of individuals, teams, businesses, and industries!

Salespeople may be the ones actually creating data inconsistencies if they are unsure how to use the technology and are just entering information on a whim.

When training isn’t properly executed and salespeople don’t have clear visibility into their data and insights, adoption will fail in a hurry.

Why login if they can’t get the information they want?

Create and execute a proper training plan for your sales team to prevent this stressor.

7. Builders and users are unable to connect

If your CRM builders (CRM partner) fail to connect with the right users from the beginning to build the system, a CRM environment meant for sales’ benefit may gear more towards I.T. or other departments.

A CRM system should represent all users who will be involved, and feedback from them is crucial as it’s designed and built. Without their feedback, they might not feel a part of the project from the beginning and have no interest in becoming involved down the road.

If you’re struggling to get your sales team on board the CRM bandwagon, replay the webinar, “Customizing CRM for the Difficult Salesperson.”

Use Ledgeview’s experts for the guidance you need to thrive.

Contact us to learn more about what our CRM consultants can offer your business. Reach out here.