Customer relationship management (CRM) is the approach used in managing an organisation’s interactions with its customers. It utilises data analysis of the customers’ history to improve the business relationship between the two parties. Its main focus is on the retention of customers, which is instrumental in driving the growth of the company’s sales.
Salespersons are normally employed to help close deals. For that to be possible, they need to be good with people. This means that a salesperson should be a persuasive and excellent listener.
To succeed in sales, you need to be charismatic and charming. Most salespeople excel in human-to-human interactions, and this is why they detest using software to have their job done. These are some of the reasons they don’t like CRM.
They View it as a Monitoring Tool
CRMs are excellent at tracking user activities. They do this through updated records, completed tasks, sent emails and sales performance measuring metrics. Some salespeople get worried that CRM could end up as digital evidence that can be used against them in case they fail to meet their quotas. Although they might not undermine data integrity deliberately, viewing CRM as a threat will only make them enter the required data reluctantly. They might even fail to double check the accuracy of the data.
Updating CRM is Time Consuming
CRMs require the user to update every single customer record with a phone call, email, conversation, revised proposal, status change, updated decision horizon, among other numerous tasks all of which don’t benefit salespeople. The only way salespeople will do all the above might be under a threat that might be about their bonuses.
The CRM is Rarely Aligned with the Sales Process
Most CRMs feature pipeline management tools that come with custom deal stages and workflows that relate to status and deal stage. All these are meant to offer a sense of certainty about the sales process. However, some of the salespeople’s deals do not fall under the categories laid down in the CRM.
Instead of updating a deal only to find out that its progress doesn’t fit the next stage, they choose to leave it as-is and proceed with the dialogue that might eventually move the deal into a more advanced stage.
Improving your salespeople CRM adoption will help you get the most out of your investment.
However, if the problem doesn’t seem to end, it might be wise to change your CRM and look for other sales automation solutions on the market.