A Customer Relationship Management (CRM) solution has become an essential part of the business toolkit. It can accelerate sales and cement your relationship with customers. So why hasn’t your sales team jumped in feet first? The fact is, most CRM projects fail because of an issue in organizational structure rather than technology.
A CRM is most effective when adopted by everyone. You need to get all of your employees onboard, and to do so you need to understand their hesitations with utilizing the CRM system itself. Once you have an understanding of their concerns, you can then work on improving your adoption rate.
Here are some reasons why they may not be ready to use your platform:
They Don’t Know How to Use It
Any new technology, no matter what it is or how easy to use, has a learning curve. It is important to give your teams the education they need in order to use the software effectively. To do that, invest in proper training so that your employees have the knowledge they need to use the system effectively.
Often times the sales team can view a management CRM as a roadblock to them completing their tasks. Training and education can help them to fully understand how a CRM can make their jobs easier. Make sure that the training relates to their sales process so that they can see how it can be applied to their typical day.
The CRM Isn’t Properly Aligned to The Sales Methodology
Sometimes even when your sales team knows how to use the CRM, they still will not--and that’s because it does not match their sales methodology. A lot of CRM solutions come with preset processes and functions that may not match up with their existing workflow. Further, each salesperson may have a specific way of doing things, so presets become another hurdle.
In order to remedy this, make sure you choose a CRM that is both flexible and customizable. You need to be able to adapt it to your company’s processes, and it must be flexible enough to assist each sales person with their own individual style of working.
The Data Stored in the CRM Isn’t Useful
When it comes to a CRM’s usefulness, the relevance of the data it stores and provides is key. Bad and/or outdated data can cause havoc, discouraging your sales team from using the CRM system.
In order to maintain your CRM’s integrity, make sure the data is cleaned regularly, implement features to standardize your data and use data duplication removal tools. Consider assigning a CRM manager to ensure that the system’s data is up to date, relevant and high quality.
The bottom line is that CRM effectiveness comes down to communication. Get your team on board by starting the conversation and create an atmosphere where you team isn’t afraid to ask questions and be educated. This will help you extract maximum benefits from your CRM and propel your business toward success.