CRM solutions are meant to help salespeople keep track of leads, consolidate customer profiles, link marketing efforts, unite sales activities, and automate tasks. If CRM systems can deliver all of these great benefits to your sales team and make their jobs easier, then why are they not embracingCRM?
Some of the CRM-related issues that have management scratching their heads mostly stem from the lack of buy-in among salespeople. Familiar complaints include:
These issues make it difficult for CRM adoption to take hold in organizations. The lack of support and cooperation at the user level often forces management to throw in the towel and eventually terminate CRM contracts. Instead of giving up, organizations should be asking the the real question:What’s prompting salespeople to be indifferent or unsupportive of a technology that’s meant to support them?
We’ve identified three hurdles for adoption and how we think management can overcome them:
Sales feels overwhelmed by their CRM system. If the system is too complicated and there are too many steps to input key information Sales will see the CRM system as a burden rather than a benefit.
How to address it: Involve your sales team in the CRM selection process. Ask them to participate in CRM evaluation and get their feedback. Make sure that the CRM solution you select will be in line with their preferences.
Sales thinks the CRM system is a tool for management to breathe down their necks. If management deploys CRM solution without clearly communicating the objectives, users may not trust the system and resist change.
How to address it: Have a communication plan ready before launching your CRM tool. Present the objectives and benefits in a way that salespeople can easily relate to. They have to know that this change is for them, not against them.
How to address it: Address the trust issue head-on. Anticipate their hesitations, bring them out in the open, and discuss them as a team. Be open to their suggestions and see how you can start warming them up to the change with as simple as taking the time to listen.
CRM systems give you the opportunity to empower your sales team, to set aside the old, manual processes, and make your organization smarter as a whole. Bringing your sales team along from day one and working with them to ensure they are brought into the transition to the new technology will make your CRM deployment a success.
Whether you’re exploring the benefits of CRM tools for your organization or thinking of ways to build the case for CRM to your team, this 15 Benefits of CRM ebook can help. Read it and share it along.