- 5 Reasons Why Sellers and Companies Give Up Using CRM
- 1 – The value of using CRM is not clear to the team
- 2 – CRM is overloading the sales team
- 3 – There is no adequate training or support
- 4 – It is not possible to use CRM for external sales
- 5 – CRM doesn’t actually save time
Using CRM is and will always be something very important in the sales process of any company. However, there are some reasons, barriers and difficulties to be overcome. Otherwise, your team will be discouraged and will not use the invested technology.
There are many problems that managers can face on a daily basis in sales. Business management is a mission that requires attention to every detail – and you know it very well.
But if there’s been an investment in technology, if the company plans to use CRM to organize and accelerate sales, and that’s not happening, then a flashing red light comes on.
What can be happening that your sales team doesn’t fill the CRM and doesn’t see it as an ally in the routine?
We have separated 5 of the most common reasons that discourage your team and make the investment, in addition to not bringing a return, ends up being a loss for companies.
Let’s check the reasons and how to get around them?
5 Reasons Why Sellers and Companies Give Up Using CRM
For every successful case of companies that managed to use CRM and grow, there are examples of failure.
To be more precise, there is a study that shows that half of all initiatives to implement a CRM system end up being abandoned or do not bring ROI to companies.
There is one more disturbing fact. Another survey reveals that only a third of CRM projects are adopted by 90% or more of the people within a sales team.
Many companies face an uphill battle, with reps using spreadsheets for part or all of the process.
Or WhatsApp to follow up or negotiate, even personal email and so many other channels that do not leave customer interaction centralized.
So what’s happening that using CRM is so difficult for many businesses?
Here are 5 most common reasons salespeople and pre-salespeople don’t use technology to work:
1 – The value of using CRM is not clear to the team
If a sales head forces the use of CRM on his team (and does so without any warning), it’s quite possible that the team will take a bad look at the technology.
After all, in this context, your team was not consulted. He didn’t ask for it. Your salespeople do not know how it works or the advantages within the sales routine .
So, the truth is that using CRM can seem, in these situations, to be a mechanism for controlling salespeople – and nothing more.
Or even worse: stealing opportunities and customer base. Yes.
There is a study that shows that up to 79% of data related to a sales opportunity is never placed inside the CRM. Believe it.
This is not a CRM failure: it is a management failure. Not considering the needs of vendors before implementing the technology.
To avoid an adverse situation like this, you need to have an open conversation with your team.
It is essential to learn more about the defections in the sales process, and why your team cannot achieve the desired productivity.
- Look for CRM platforms that solve these specific issues;
- Explain how using CRM will help your team to optimize work time and, consequently, close more deals;
- Make the decision about CRM together with the team so they feel they have a voice in the matter.
2 – CRM is overloading the sales team
The new is often frightening. Especially if there is no familiarity with similar technologies. So learning to use CRM alone can be a source of fear for many people.
Vendors are not software experts. And requiring them to use a complex CRM leads them to overload and the sales process to stagnation.
The confusion caused by overly complex CRMs explains why only 13% of salespeople use all the features of the sales software that the company has.
Using CRM that is too complex, or simply because it is “most famous”, or “most recognized” is a well-trodden path to losing money every month.
After all, not even the most basic tasks your reps can do.
A good CRM is intuitive, integrated with other platforms and has a user-friendly interface. Ease of use is, by the way, for 55% of the sales professionals interviewed, the main resource that a CRM can have.
Features such as dragging an opportunity from one step to another in the funnel , for example, are features that make the system very easy for your team to use.
3 – There is no adequate training or support
Proper training is the right ingredient for implementing CRM.
After all, as a manager, you don’t expect your salespeople to be able to use CRM overnight with no training and follow-up needed, right?
The truth is that haste is the enemy of perfection – pardon the cliché. And many companies want CRM to be doing “miracles” internally overnight.
It’s not uncommon for CRM to be passed on to the team with little information.
The manager performs the demo with the supplier, does not put anyone on the team in the presentation and simply “pushes” the system to the representatives. And this is very wrong.
There is still a loss for new hires who, if they are not familiar with CRM and there is no structured sales playbook in the company, cannot assimilate the use of the technology.
To use CRM the way the company really needs it, the supplier must continuously offer training, content area and support.
That it has a team of experts concerned with the customer’s success (ie you and your team) and who are available via email, chats, tickets, phone, wherever you go.
4 – It is not possible to use CRM for external sales
Accessibility, with each passing day, is no longer negotiable: it is essential. And, well, we know that not all sales processes are the same.
There are companies that have both representatives working internally ( inside sales ) and external vendors ( field sales ). And they all need to use the same system.
What’s up? Now, CRM needs to be the same for everyone and therefore it is essential that it provide an application where it is possible:
- consult the customer base;
- consult opportunities within the funnel;
- create and manage activities;
- create notes by voice (which streamlines the work of the external representative), etc.
When external sellers cannot rely on the tool that the company uses, they resort to the traditional notebook, email, spreadsheet…
You already know what happens from there, right? Information is decentralized, incomplete, lost, and CRM becomes meaningless to the entire process.
5 – CRM doesn’t actually save time
A good sales CRM is designed to make life easier for salespeople. It automates the entry of all types of data and provides easy access to them.
Well, if the CRM you hired for your team doesn’t do that. If it forces you to manually enter data in basically every field, then it doesn’t make sense.
And that’s not unusual to happen. 71% of salespeople surveyed said they spend too much time filling in data in CRM.
In other words, if using CRM still demands a lot of time from your team to fill in fields, if there is no process automation in sales , what’s the point of having an investment in commercial software?
There is a lot of work to be done to use CRM the way your company and your team need it.
But choosing the right supplier and respecting the learning curve of your team, it is possible to reap rewards faster in companies.
So, how can we help you?
If you have questions or want to know more about what CRM PipeRun can do for your business: TALK TO A CONSULTANT .
Enjoy and read two articles that will help you better understand how to choose the right CRM for your team.
The first one brings some statistics that prove the benefits of CRM in companies.
The second talks about how to create a strong CRM culture to sell more and better.