Why does the sales team hate CRM? Know the biggest mistakes and how to change
Does using a CRM make sense or is it the sales force that is accommodated?
The premise we must start with is: experiences lead to opinions and opinions transform our habits into behavior.
Unfortunately, the challenge of putting a CRM system into a sales team is overwhelming, since, in most salespeople’s minds, this is a waste of time.
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Most salespeople’s excuse is: while I’m updating this CRM, I could be selling, I could be relating to customers, or even making a business visit.
The real truth is that people are resistant to change, and when CRM (behavior, not software) is not in the company’s culture, people will fight it to the end.
It is necessary to understand that CRM not only helps in controlling sales, but that the entire philosophy is the crucial item for the performance of the team and the success of the company.
The evolution of CRM.
The “Problem” of CRM
The CRM must be a philosophy, a purpose, a principle within companies.
First, because it is only by cultivating the relationship within the company that a sales team is formed that is willing to nurture the relationship with its customers – even before sales.
A sale doesn’t happen without a relationship and the CRM philosophy has the power to change the mindset of the sales team, so that the company stops only taking orders and starts to cultivate relationships within its customers.
The success of CRM is not just to make the sale happen, but help make customers supergerm its challenges so that the sale is a result of the relationship.
The best way to make the relationship happen is through CRM, as it is precisely this tool that allows the sales team not to forget to cultivate the relationship with their prospects and customers.
The human mind is wonderful, but we can’t handle it all. Small details go unnoticed and this ends up damaging the relationship.
The CRM system exists for that: helping the human mind to cultivate the relationship with the people who make the organization happen.
It can be a thank you email, a congratulation email about some company news, or some special celebration that will show that your company’s sales team is committed (and happy) with the results of the customers.
Only when the CRM philosophy and the importance of the relationship are fully consolidated within a company will the sales team give due value to the CRM software.
Otherwise, people will continue to slack off, forgetting that CRM is an ally and not an obstacle.
CRM is an ally of the sales team
This means that when building a sales team, it is necessary to be very clear about the importance of CRM not only as a sales and customer management tool , but as a philosophy of being customer-oriented: for customer needs, for challenges of the customer and mainly for the current moment of the customer.
The CRM as a philosophy is indispensable within the principles of a company. And as such, it needs to be within the DNA of the sales team and everyone within the organization.
It is precisely this principle of relationship with customers and people inside and outside the company that will make a sales team understand the real function of CRM: nurturing relationships and helping in the sales processes.
The CRM will only work in a sales team when that happens. When everyone involved in this process understands that the company needs to be customer-centric and not the market or sales-centric.
When this happens, the sales team itself will insist on having CRM as its ally in relationships and sales.
CRM can be a sales team’s greatest ally.
CRM issues: why your team does not use the tool?
Do these mistakes in adopting CRM come from the sales team, or are they a reflection of leadership failures?
In addition to the sales team not being used to a CRM system, there are some very common mistakes when salespeople use the system and for this reason, the CRM ends up more hindering than helping the team’s work.
One of the 4 ways to track sales force performance is to make it clear to the sales team the purpose of using CRM software.
Salespeople make more mistakes using CRM than not using it.
Often, the problem is not the lack of use of CRM by salespeople, but the lack of preparation on the part of the team that uses it. Imagine a complicated tool in the hands of someone who doesn’t know how to use it: the result of the work will be bad!
Here are the main reasons that the sales team commits when applying CRM:
1. Not understanding the role of CRM in the sales process.
The CRM does not serve to charge the vendors, as most of them think. CRM is a customer relationship management tool and is very effective for building relationships rather than just making a sale.
The opportunity in adopting a CRM system is not to control the contacts of the sales team, or control the performance of salespeople, but to invest in building the relationship between the company and its customers.
However, the sales team believes it is a spy. A spy who is in the company to know what they do and watch over their activities with customers.
2. Start using CRM and stop.
A CRM system needs to be used frequently for results to show. Otherwise, there will be no significant changes in the performance of the sales team.
The relationship between the company, the sales team and customers’ needs to be constantly monitored and encouraged for it to work.
What happens in some companies is that both sales teams and commercial managers adopt CRM and gradually abandon it, since it is never treated as a priority.
With that, the work that was starting to be implemented and that would take effect in the medium term, starts to be left aside.
The adoption of a CRM system needs to be continuous. Even if it is necessary to have a responsible for the project, who does the follow-up with the sales team, so that the CRM is always up to date with the activities of each salesperson?
3. Don’t make CRM a hub between the customer and the company.
Many companies implement CRM but do not centralize customer activities in the system. And so, call records stay in the calendar, e-mails end up not being saved and the company begins to leave the loose ends of the relationship everywhere.
Thus, something that was implemented to organize things, such as CRM, fails to bring results.
When this happens, the reminders to email or call the customer, which were noted on the paper, are forgotten by salespeople, as the paper does not have alerts to remind staff!
Reminders and tasks need to be centralized in CRM, as it is with it that the sales team maintains a link with customers.
Therefore, there is no point in adopting CRM if you are not going to use it fully.
4. When the sales team is averse to using technology.
If there really is a technology-averse sales team that believes it cannot help sales, unfortunately this sales team has its days numbered.
A salesperson cannot only have basic technology knowledge, as he or she needs to understand what is being said about the company in other media, what customer’s think of the company’s website, and the habits of its customers.
Good salespeople keep this in mind because they know it can increase team and sales productivity. That said, eliminate any thoughts in your sales team that are technology-averse and go limp in adopting technology to drive the business.
To err is human…
Fixing these errors in time can help a lot to make CRM a tool that really helps companies and customers to relate better.
So don’t make the same mistake twice. The CRM needs to be part of the sales team as it plays an important role in supporting the sales and generating relationships with customers.