Companies that introduced a CRM system have experienced a phase in which Sales Dept had complained about it, some of them even have never succeeded in unblocking this phase and remain linked to an internal battle over complaints and poor CRM usage.
Let’s see what are the 5 main reasons why sales people do not want to use a tool like CRM. For each of the problems we have identified a clear solution, to make the tools effective and achieve concrete productivity improvements.
Up to 60% of CRM’ projects fail to reach their target (Source: GetBase)
They see the CRM as a tool for monitoring their work.
The most known feature of CRM is its ability to track user activities. Tasks and projects, updated records, e-mails sent, phone calls made, meetings held, metrics that measure sales performance. Some sales reps fear that the CRM becomes a continuous monitoring of their work, feeling less freedom to organize their commercial role. With this fear the risk is that they start to compromise data integrity: they will insert them unwillingly, without a logic of sharing and probably they will not control it. They will simply enter the mandatory data fields at the end of the day or once a week, making the use of CRM less effective.
What to do
Engagement is the first key to make CRM a successful project. It is possible by setting realistic sales targets, using CRM as a real support for the seller, assigning appropriate leads to agents’ skills, monitoring and reporting to the seller the level of potential interest of contacts and promoting a collaborative attitude in which the team is rewarded for mutual goals, able to remove the pressure of the individual thanks to the usefulness of the CRM as a real support to sale and not to total control.
Gamification allows to implement a complete system of involvement of sales according to their functions, because it motivates and rewards each person in the commercial path.
Sales have limited skills regarding the CRM tool.
Learning how to use new software takes time and some people simply have greate resistance to learning. What this will affect? Members of the team who do not know how to properly use CRM will end up entering only certain types of data or using only a few specific features, reducing productivity and collecting useless information.
What to do
Reaching good user adoption rate in a short time is the dream that companies that propose CRM have pursued for years, without success. At least until gamification tools arrived.
Implementing training paths takes time and money, using game techniques to share info and data necessary for an appropriate use of the tool makes everything easier and faster. The user experiences training in the first person and becomes an integral part of the growth process.
1/3 of the apps introduced in companies in 2018 will fail within 6 months, due to problems with UX (Source: Gartner)
Sales people insist on preferring their (old) methods.
Excel sheets full of colored lines, notes scattered on the desk to be used as secret diaries: who has never seen these sword-defended instruments taken from a salesman’ desk? Salespeople who have years of experience often have locked habits when it comes to tracking leads. In their mind their methods work very well, so they don’t want to use a CRM. Salespeople do not realize the importance of finding accurate and complete information, with sales data and marketing specifications, all in real time.
65% of commercials complain of having to spend too much time in non-sales transactions (Source: Prialto).
What to do
Forcing commercials to use CRM in an authoritarian way can be seen as a declaration of war, creating a bad environnment. It will be necessary to convince the sellers that data in the CRM benefits them and that the use of gamification techniques are able to show all the necessary steps to incrementally improve the sales process. Such as? Giving real support to sales, a service with real added value for the seller, a value that once proved can no longer be dispensed with, an indispensable tool for the commercial to negotiate the best conditions. To understand each other, do you know someone who, if lost in the center of an unknown metropolis, does not want to give his position to Google Maps to find the way? This is the kind of utility that must be created for the seller. Having the possibility to access important sales data directly from your smartphone and in every place is a brake to the commercial activity? Or is it the indispensable tool for commercials to negotiate the best sales conditions?
CRM is not aligned with the sales process.
Many CRMs include pipeline management tools, with customized offering phases, customized workflows, notifications built around the status of negotiations, etc. All this contributes to creating fixed categories regarding the sales process. However, sales people may find that many of their offers fall outside the categories described in the CRM. Rather than updating the data of an offer (whose progress does not adapt to the next stage) they will leave them as they are, without giving a trace of the management of the commercial negotiation
What to do
A dress created by a tailor tailor can never be matched by a dress purchased in a department store. Every company and every commercial team have a goal: that offers go forward in the sales process in a consistent and traceable way.
Too many steps decided by the system in a specific (or too general) way restrain this possibility. The pre-defined steps of the sales pipeline of out-of-the-box CRM software could only partially adapt to internal logic.
Clearly defining the process and reconstructing it according to gamification techniques is a fundamental step because it is able to create implicit data essential to the understanding and tracking of the sales process: it offers the possibility of building the best approach to the market in digital and disruptive hands of the sellers a consistent and powerful support.
CRM does not force you to sit at your desk.
In films, commercials are often shown on private jets, luxury cars and five-star hotels. We know well that it is an artificial image, but a fact: a salesman spends a lot of time outside the office. A CRM available only on desktop systems requires them to spend time in front of the screen, when they could use it to be out to sell.
What to do
Mobile CRM apps often simply limit the transfer of key functions and data to the mobile user interface. “I do not have time to go to the office to upload data” is one of the most frequent objections. What happens when the data is partly automated (thanks to the GPS or smartphone camera, for example) and when their input is quick and intuitive? It happens that the sales people fall in love with the gamification tools!
Improving user adoption of CRM allows you to get more out of your investment. However, it is very common to create difficulties and difficulties that are difficult to eliminate, especially in the relationship between commercial and CRM.
Gamification apps are currently among the most successful approaches offered by the market to solve this problem.