Have you invested time and money on rolling out a new CRM system to accelerate sales performance? Your heart is set on making it work for you and your team but alas, your sales reps aren’t feeling the love…Learn how you can increase Salesforce user adoption with these very obvious, yet often overlooked, best practices.
Sales managers love a good CRM system. After all, this is where all their favourite things are kept - highly targeted accounts, up-to-date customer details, lovingly cared for deals… Useful assets in their bid to drive more sales.
Sales reps, on the other hand, don’t tend to feel this kind of passion for the system. For them, the CRM system is just another blocker standing in the way of their success; nothing but a hindrance they have to check off their to-do lists in order to keep their manager happy.
The problem with this picture is that it starts to create an ugly vicious circle, one that sees the data getting dirtier and dirtier, the sales rep becoming more and more frustrated with the process and the manager unable to glean any possible benefit from this costly implementation.
Now, I know many business leaders take a hard stance when it comes to CRM adoption. They’re adamant that their sales reps will use the system because management says so. It’s cost the business a big sum of money and time to implement it and well, quite frankly, it’s part of their role description. Yeah, I hear ya… We’ve spent years working with customers who just can’t seem to get their workforce working happily on their Salesforce and most of them feel the same frustration.
Increase Salesforce User Adoption
But let’s put that aside for two seconds and really acknowledge the reasons behind this aversion. Is it really a case of sales reps focusing on better things (like, for example, closing deals to unlock a commission plan) or, is it simply, a case of them not being able to see the ‘WIIFM’ (what’s in it for me)? And if that’s the case, boy, are you to blame…
Contrary to popular belief, CRM systems like Salesforce, aren’t actually a management tool. At the same time, and opposed to what CRM tools like Salesforce try to make us believe, these platforms aren't just for the sales reps either. At least, not on their own.
Out of the box, these systems are often counter-intuitive and difficult to navigate. Which is why, any clued up implementation manager would impart an initial training programme, backed by a clear methodology, followed by some form of coaching.
However, even with all our good intentions, at the end of the implementation, we still manage to end up with a system that’s miles behind our desired outcome. Why? Because we’ve built a system that works for the manager and not for the rest of the team.
Giving CRM Back to the User
Always remember that your CRM tool should be in place to help your team become more successful, by serving as their to-do list, knowledge base and contact list. Remove areas of friction, reshape your idea of what a sales process should look like and start enjoying the economic benefits a properly used CRM system can bring to your business.
These three steps will help you build a CRM system your sales reps will love as much as you do:
If you want your team to start viewing the system as a personal productivity tool, you have to build it with them in mind. Yes, it may be handy for you to have all 12 mandatory fields for each Opportunity descriptively filled in but, is this over ambitious ask actually stopping your users from naturally entering the data as it’s available to them?
Promote only the best-practice behaviours that you know are essential for your business and, at the same time, encourage your users to innovate around your process. Open yourself up to feedback from the team, learn what tools and apps would actually help them be more productive and build your tool around that.
Don’t ever feel like the implementation is done. User adoption is a constant battle, one that depends on careful up-keeping, tweaking and targeting. Let go of those apparent best-practices that don’t positively impact the productivity of your reps and be open to trying new things.
Drive More Sales Through your CRM
There’s no doubt that when your users start backing your CRM tool, it becomes a supercharged engine for your organisation, helping you to build a strong and trusty pipeline, giving you clarity into the health of your deals and allowing you to scale up your business.
Go beyond mere user adoption and create a CRM addiction that will help you drive even more sales. Download our handy CRM tip sheet and learn:
- What is keeping your reps from feeding the CRM system with useful information
- How you can help your team see the WIIFM (what’s in it for me?) of CRM
- How to use your CRM system to help your team become more productive, more efficient and in turn, more successful
Alternatively, keep on going and read up on why bad CRM data quality stagnates revenue growth.