September 28, 2014 at 7:59 pm

Why Reps Don’t Use Your CRM

Why Reps Don’t Use Your CRM


Being a sales rep can be a difficult job. Oftentimes sales reps feel like they spend more of their time documenting actions than actually closing deals. That leaves sales managers complaining that they can’t get reps to report their activity or use a CRM system. Everyone knows that in order to speak intelligently about your company’s sales and production, that a CRM is necessary. If you’re having a tough time understanding why reps don’t use your CRM, here are some good explanations.

Too much reporting.

Sales reps spend an average of 90 minutes every day solely reporting their actions. From logging calls, to inputting notes, assigning tasks and adding new contacts – CRM systems can be cumbersome. If your reps see logging their daily activities as meaningless busywork, they’ll never input all the data you want them to. Consider a CRM with simple reporting.

They don’t understand why they should.

Many sales reps believe that sales managers only want them to enter data so they can show what they’re actually doing in a given day. While some managers might enjoy the micromanagement in sifting through every little task performed by their reps, the reality is that you need to better understand the numbers behind your sales team. If you communicate the real need behind your CRM (to measure your conversions, to track lead quality, to discover your cost per lead), sales reps would be far more likely to use it.

474740251They don’t know how.

Lack of training is one of the main reasons that sales reps refuse to use CRM. If the learning curve is too great and they don’t feel that they have adequate support, you’ll have a tough time getting your reps to integrate it into their everyday activities. Instead of just throwing your reps into a CRM, take the time to hold a training class and establish processes for future hires that will help them use the tool most effectively for their purposes.

It doesn’t “talk” to marketing.

If a CRM could offer lead intelligence out of the gate and give marketing a better idea of which leads were good and which weren’t so good – sales reps would jump all over it. A lot of the time, though, CRM systems require the sales rep to do all the work – which can seem cumbersome to a sales personality that is driven for the bottom line and doesn’t like tedious tasks.

It doesn’t actually help them sell.

Too many CRM tools are strictly about data entry. The only way that you can run reports on anything is based on what information has been added to it by your sales team. When you have a system that not only fills out lead intelligence based on marketing efforts, but also gives you company intelligence like annual revenue, key contacts and more – it’s a no brainer for sales reps to use.

The traditional CRM has been cumbersome and tedious. If there’s one thing a personality that’s good at sales doesn’t like, it’s being held accountable for boring tasks and being asked to do the same thing repeatedly throughout the day. Sales reps like to be held accountable for results, not necessarily how they achieve them. By providing the right CRM that gives reps intelligence on their leads, training them properly from the start and shows them the purpose behind their actions – you’ll be much for successful in the adoption of a CRM system.

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