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Here are the main reasons why your sales team are not using the deployed CRM:

  • The sales team feel that the CRM is a tool to monitor them and their work. This is because most people know of CRM as a tool to track the day to day activities of employees. Sale personnel feel that CRM data will be used against them during reviews / appraisals for salary hikes. Seeing the CRM as a personal threat, they may no update data regularly and accurately. This can be overcome by fostering a more humane office ambiance and culture where teams are rewarded, and individuals not punished. Plus, realistic targets should be set, and tasks assigned should be as per the capability and skills of each personnel. 

  • Not willing to get out of their comfort zone. This does not apply to sales people but to all humans who are anti change and resist the idea of getting out of their well defined comfort zones. Sales personnel are happy using existing tools such as excel / spreadsheets. They may not have the vision to see how tech tools like a CRM are needed to revolutionise work and the functioning of a company based on 360 degree view and resultant decision making. To overcome such a mindset, meetings with the team & educating them on the CRM data benefits for them and the company is the need of the hour.

  •  Dirty data within the CRM. If the present data is not cleaned and made accurate regularly by the company and a specific person / team, then reliance on the CRM by the sales team is less. They will use other methods to analyse data and take action. Thus, regular action to clean data is needed and articulated on a regular basis. Regular audits with measurable KPIs, data duplication software, and executing data uniformity features are steps taken to take care of this hiccup in the minds of salespeople. 

  • Limited knowledge of CRM. Hesitation to use new technologies and their many intricacies is a barrier for low adoption of tech tools by everyone, let alone sales personnel and CRMs. To overcome this lacuna, the salesforce implementation partner needs to provide relevant, engaging, and simple training sessions / modules. Hands-on training sessions are the best way to make the users familiar with the tool and adoption become higher among the team over time. 

  • CRM increases their workload. Most people feel that desktop CRMs are the only option that ties them to the office with increased workload and long hours. A web version of the same CRM reassures everyone that they can work on the go, and not report back to the office every day after a long day at work, for only CRM related work. Thus, a mobile version of the CRM is a must. 

As you can see the excuses or reasons for nonusage of any CRM by its intended users, also have solutions that negate the nonusage. Create solutions and see the adoption rates soar. 

About the Author

Anand Sharma

Anand is a Salesforce Evangelist, joined the Salesforce ecosystem in 2014 helping customers to be successful with Salesforce, and joined Codleo to share the goodness with even more developers all around the world. He is based in New Delhi, with his wife, and he tries to escape summers every chance he gets.

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