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White Paper_Why Reps Won't Use CRM


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White Paper_Why Reps Won't Use CRM

  1. 1. 5 Reasons Why Your Reps Don’t Want to Use CRM (But Should!) You spent months fighting for the budget to purchase a new CRM, diligently researched dozens of potential solutions, invested major time and resources in implementation and rolled it out with a flourish - only to have it rejected by your sales reps. Why the backlash? What’s the resistance? And what can be done about it? Let’s dig a little deeper into the thought processes behind your reps’ protests and the features and functionality that you must demand from your CRM to be successful. #1 “This CRM is too complicated.” As consumers, we refuse to adopt technology that fails to make our days easier and more productive; but as business people, we are often expected to use applications that actually make our lives harder. Your sales team isn’t interested in spending hours figuring out the complexities of your new software - nor should they be. As soon as reps realize that filtering through Excel or keeping hand-written logs is easier than using your CRM, you’ve lost them. The Way It Should Be: A good CRM takes its cue from consumer-facing apps by offering intuitive organization and seamless usability. Leads should be created in just a few clicks. Lead source, win likelihood and more should be easy to search for and find. And at the end of the day, your reps should want to use it because it makes their lives better.
  2. 2. 5 Reasons Why Your Reps Don’t Want to Use CRM (But Should!) #2 “It’s just one more tool for me to use.” How many tools are your reps required to use on a daily basis to get their jobs done? Having to toggle between systems to send emails, log calls, create leads and complete various other tasks hinders productivity and wastes valuable time. Adding a CRM to the mix that lacks the ability to take the place of some of these existing point solutions or add something to the sales process other than just another step is bound to fail. The Way It Should Be: All-in-one sales platforms increase rep productivity by as much as 75% by effectively replacing most sales point solutions and providing real-time push notifications, call dialing, contact management, reporting and more. Built-in integrations with email, calendar and other tools further enable reps to operate out of a single UI. #3 “It sucks on mobile.” Conferences, client dinners and airplane flights are all ripe for introductions, sales discussions and relationship cultivation. But when reps can’t track these conversations right away, details get lost in the delay. They shouldn’t have to wait until they are back at their desks to add or update contacts in your CRM. Rather, when your rep is on the road, your CRM should be out there with him - easy to access and use on his phone, tablet or laptop. The Way It Should Be: Research shows that 65% of sales reps who have adopted mobile CRM achieve their sales quotas, compared to just 22% of reps who have not. Next-generation CRMs provide native mobile experiences that give reps the same capabilities that they get from their desktops optimized for tablets and smartphones.
  3. 3. 5 Reasons Why Your Reps Don’t Want to Use CRM (But Should!) #4 “I’d rather be calling leads.” Good news: your reps are dedicated to bringing in new business and focused on closing deals. Bad news: your CRM requires them to spend too much time logging calls, updating contact information and documenting the sales process. Capturing this type of information is critical to measuring and strategically optimizing sales performance over time, so there has to be a more efficient and effective way. The Way It Should Be: Next-generation CRMs save sales teams serious time by automating or simplifying the data collection process. Communication is logged automatically, tasks and outcomes can be captured in just a few quick clicks and custom tags and fields make it easy to track information that’s essential to your sales process. #5 “It doesn’t help me sell more.” Your sales reps are in the trenches, making calls and knocking on doors every day. But for all of the information they are expected to pour into your CRM, it doesn’t seem like they’re getting very much value out of it. Your CRM shouldn’t function just as an address book or database. What’s more, “reports” should provide a lot more insight than yes or no answers to basic questions displayed in boring Excel-like tables. The Way It Should Be: Putting the right CRM in place is proven to increase revenue per rep by 41%. Data should be analyzed and transformed into visual reports that enable teams to identify bottlenecks and opportunities for improvement within the sales process. This helps refine lead scoring, pipeline stages, coaching strategies, activities and more.
  4. 4. To learn more about how to find and implement a CRM that your team actually wants to use, visit, or call us at (844) 840-8976. CO N TAC T U S Talk to Sales: (844) 840-8976