5 tips to overcome resistance to new CRM software
There are hundreds of articles that talk about why salespeople resist using a CRM. The real question to ask is “Why isn’t the sales team using a CRM software to up their game and maximize results?” At ApostleTech we’ve spent nearly a decade working with companies helping them develop and implement CRM solutions built on the Salesforce platform. As a result, we’ve learned a lot along the way. If you are considering a CRM implementation, you may experience some resistance from your sales team. Fortunately, we are here to help you overcome that resistance and to maximize your results.
As a solution provider and Salesforce partner, we not only offer best practices while adapting technology to find solutions that meet clients’ needs, but we also understand the challenges companies face pre and post implementation. Through our relationships, we have gained a unique understanding of the specific challenges homebuilders and other partners typically encounter when introducing a CRM solution to a sales team.
Regardless of whether a company’s CRM was implemented years ago or just launched recently, it is common for members of the team to resist using the CRM system. To overcome this resistance, it is important to not only understand the “why” but also how to address it and move forward to increase sales that positively impact your bottom line.
In this blog we’ve compiled five common reasons salespeople avoid using CRM tools and how to help shift the sales teams’ point of view (POV):
“I feel micromanaged.”
CRM software provides the ability to track user activity, which includes tasks completed, records updated, emails sent and sales performance. Some salespeople are reluctant or resistant to adopting CRM tools for fear that digital evidence will be used against them and allow managers to micro-manage their every move. While most salespeople would not deliberately compromise data results, if they view CRM software as a threat, they are less willing to enter data that is required or to double check its accuracy.
How to change POV: Empower your team to regard the CRM software as a tool to self-manage their own sales. By using this tool, a salesperson can maximize their success in managing their day and keeping organized. The customer relationship management system even allows individuals to receive subtle suggestions on how to make improvements to their overall sales and sales cycles.
“I already have my own sales process method that works.”
Every salesperson is different and they each have their own approach to interacting with customers and to cultivating leads. A CRM solution provides a more formal guideline to the sales process that can track specific touchpoints between the customer and salesperson. Salespeople can be resistant to following a step-by-step process through a pipeline if it goes against their usual method or process.
How to change POV: It is understandable that employees may be resistant to change, especially when they’ve established their own process. The reality is customers come in all stages of the buying cycle and a CRM solution creates a space to track this information effectively and to empower salespeople to better manage a lead generation strategy. It imposes a more formal guideline for sales to track where each customer is in the buying process and it allows sales to utilize personalized follow-up messages and tools for the most effective next steps to facilitate home buying decisions. When sales understands how a CRM software will give them the tools they need to work more efficiently to generate results, they recognize the benefits.
“Is this extra data helping me or the company?”
Another common reason salespeople are resist using a CRM platform is they don’t see how the data can help them do their job. A CRM system enables companies to capture data related to sales and revenues that provide a big picture for decision making. It also allows the sales team to drill down on details to facilitate their individual sales and marketing initiatives.
How to change POV: First, it is important to educate the sales team on how the data will be utilized by both the company and the individual salesperson. CRM tools provide, easy to read graphs and dashboards with resources allow a salesperson to connect with potential customers to increase conversions. It also allows sales management to prepare and curate specific information and provide support to the sales team as they take customers through the buying process.
“I do not want to duplicate my process or work.”
While a CRM platform is an automated system, salespeople often feel that entering data into spread sheets, researching outside information, and conducting the discovery and follow up process may be duplicated work. This common complaint is similar to the complaints from sales about having their own system and the perception that a CRM is a waste of time.
How to change POV: A CRM is inclusive and automated, eliminating the need to use another system for tracking leads and generating sales. In addition, it offers helpful suggestions and can prioritize tasks that are best suited for each stage of the buying experience. A CRM system also saves the history, allowing sales to keep a complete record of customer engagements and communications, showing how the customer responded and what the next activity should be. If a customer makes a change mid-buying cycle, the CRM also helps a salesperson reconfigure a follow-up path that does not duplicate what has already been done.
“I just want to focus on selling.”
This is the most common reason for salespeople resistance. Salespeople primarily make their money from interactions. As they thrive and survive on actual selling, they are often reluctant to dedicate time documenting all touchpoints with potential and existing clients. A CRM tool is designed to help the salesperson track their touchpoints and increase sales, but companies can face tremendous resistance from salespeople that view the time and effort it takes to use the system as a waste and do not understand how it can be used to their advantage.
How to change POV: While it takes time to learn and become familiar with the system, CRM platforms ultimately save users a tremendous amount of time when the tools are fully maximized. Once a CRM is implemented, a salesperson can easily access information from a desktop, tablet or phone and follow-up from anywhere at any time. Additionally, CRM software can help team members and management collaborate and communicate more efficiently and easily and get important questions answered.
ApostleTech understands that salespeople may be resistant to change and we know from experience that encouragement and education from management can successfully shift a sales perspective regarding CRM platforms. When a company is excited and engaged with a software solution, it creates a more positive employee experience and, in turn, a better customer experience.
Keep in mind, when you adopt a new CRM solution you may need to customize to fit your company’s needs. With help of a knowledgeable partner to help implement and train the sales team, a company can learn how to refine its process and customer methodology to create a workflow that increases sales and maximizes growth.
With more than 300 implementations successfully completed, ApostleTech has extensive experience delivering success across major industries. Speak to a team member today to learn how we can take you on the fast-track to success on the Salesforce platform.