Many businesses have achieved great success with CRM, yet many sales representatives still hesitate to embrace this go-to tool to increase their work productivity and deal-closing rates.
In this blog, we’ll explore the top reasons sales reps don’t use a CRM and what you can do to encourage them to adopt this powerful tool. Let’s dive in!
5 Reasons Sales Reps Don’t Use Their CRM
1. They don’t want to change
One of the traditional and still quite popular sales tools to track client relationships is the spreadsheet. Some salespeople have invested a lot of time mastering and creating templates that accommodate their needs. And spreadsheets still work up until now. So, why fix what isn’t broken?
A company needs to convince the sales teams that putting data into a CRM will benefit not only them but also the entire company. For example, make it clear that when you close a deal without logging the steps taken to get there is a loss. A CRM brings value to every winning moment because the company can understand the value of the deal for current and future sales strategies.
2. They don’t see the value
Speaking of value, another reason sales reps don’t use their CRM is that they feel like it was forced on them. This typically happens when they don’t have a voice in picking a CRM tool they like, not get any support from the team or the CRM provider in learning the system. These are likely to be in their thoughts about the CRM: “What a waste of time!” “What a waste of money!” and “I can’t learn this.”
Keep in mind that if sales reps don’t see the value, it is much easier to look at a CRM as a threat rather than a useful tool.
Companies should first analyze what the sales team wants and needs to improve in their sales process. Then, ask them to come up with some perfect features that can help them tackle their daily tasks. Make sure they get a say on the final buying decision and not just the higher-ups who don’t really use the CRM firsthand.
3. The software is too complicated
Choosing a complex CRM often sets salespeople up for failure. Unnecessary bells and whistles worsen the problem.
Choose a CRM that is known for its ease of use and speedy adoption. Long learning curves mean more time is spent on unproductive tasks.
4. CRM isn’t aligned with the sales process
Another reason sales reps don’t use their CRM is that it isn’t aligned with the current sales process they know and that they are used to.
Every business has its own unique sales process. If a CRM doesn’t fit with how a sales team does their sales workflows, the sales reps are more likely to stop using the CRM or refuse to use one from the start.
A customizable CRM is non-negotiable. Different company has different sales management, with each stage defined by specific criteria. A CRM’s pipeline stages should be customizable to accommodate how a salesperson sells.
5. No training OR Support
No matter what your background is, learning new software takes time. Some learn quicker than others, while some require extra help from the CRM customer service or available guides. Failing to get extra help to learn the rope leads to higher abandoned CRM rates. Therefore, choose a CRM solution that offers reliable customer support.
Keep in mind that many CRM tools only offer support as a paid add-on, and this can be frustrating and yet another reason sales reps don’t use their CRM.
Proper training is a must. This includes basic knowledge about the CRM’s features, how to input, edit, and customize data, how to create a report, and more.
6. CRM keeps them stuck at their desks
Salespeople naturally spend a lot of time outside the office meeting prospects and building relationships. This makes mobile phones their most practical tool to support their day-to-day tasks. Choose a CRM that has excellent mobile features, so that your sales team can still have access to everything they need to close a deal from the comfort of their palms.
A mobile solution empowers sales reps to input, update, and repurpose data on the CRM into on-target sales tactics. For example, they can pull up contacts, conversations, and deal history, and use this to give irresistible offers on the go.
7. Incorrect data is bad data
According to a survey conducted by Experian Data Quality, inaccurate data impacted the revenue of 88 percent of companies that participated in the survey. The average company lost 12 percent of revenue because of bad data.
What is referred to as bad data here is duplicate records and all types of out-of-date data—which makes the collected data no longer relevant and isn’t useful to support the sales team.
Data needs to be cleaned up. Regular audits need measurable outcomes, and data deduplication must be addressed.
To avoid the curse of bad data, set up a uniform workflow and ensure everyone understands where and what to input on the templates.
Your salespeople may have other reasons on why they don’t want to use a CRM besides the points listed here. Educate them about the benefits they’ll get, both for the short and long term—and ensure they get the support they need to get started and continue loving the CRM they choose.
For a CRM that come with short and easy learning curve, try Pipeline CRM. It’s made with powerful features without the complications like many other big CRM brands.
Try Pipeline CRM yourself. It’s FREE for a 14-day trial!
