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8 Reasons Sales Teams Resist CRM Implementation

To have the sales accountability most companies strive for requires a reporting system that measures and monitors the KPIs and process your team is expected to perform. For instance, when data is not being collected or added into the CRM by the team, the original ROI begins to shrink. Consequently, you now have more places to work and very little progress on accountability. We need the sales teams’ cooperation to make it all work, yet there are reasons many sales teams resist or never buy into the vision. Here are 8 reasons sales teams resist a CRM implementation. 

1. They Cannot See the Value

You had a vision about what the CRM was going to do for your sales team. In addition, you told your sales team that it would do some cool things. But the sales team can’t see the return for themselves. Moreover, they can’t see a reason to give up their own systems to use this new system. No one has worked through and educated them on how to get the value from the system.

2. The System is Cumbersome

The second reason that sales teams resist CRM implementation is because whoever designed it didn’t do a good job and didn’t think about the people that were going to be inputting data. Also, they weren’t considering how the group works.

3. The Mobile App is Limited

All mobile apps have limitations compared to desktop CRM’s. But if your mobile app is really limited that especially hurts. Sales people need to be able to use the mobile app to keep the data entry flowing.

4. The CRM Doesn’t Integrate Well with Email

Emails are where we hang out. If you don’t have a good integration with email and your CRM, people are going to fight you on that.

5. The Sales Process Wasn’t Thought Out and Designed Into the System

We work with people all the time to design and document the sales process. Afterward, we implement that design into the CRM. Furthermore, it gets reinforced and you get the real results out of every sales process you put together.

6. Too Many Cooks in the Kitchen

You’ve licensed too many people to be administrators and some are making changes without telling anyone. What someone thinks is a good idea is usually a bad idea for someone else. It’s best to have one person in charge.

7. No Training or Support System for Your CRM

There is not a training and support system available so you didn’t really think through how to go about the training protocol. For instance, someone might have said, “Here’s some videos. Go ahead and watch those.” But the training really needs to be on how to implement your CRM with your process. Training isn’t just about data input, saving and editing. But it is about why a certain field is used and how you’re going to get a result from it.

8. There is No Champion to Address Issues and Oversee the CRM System

And the last one is that there is no champion to eliminate and address these issues. You need someone to stay on top of these things. Someone who is going to say, “We’re going to get the greatest value out of our CRM. We will get everyone bought-in to our system.”

To summarize, your CRM system can be less effective if it is not implemented correctly. Or, if implemented correctly, it can be a powerful tool to streamline processes, improve workflow, and create more sales for your business.

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Rene is the President of Sales Manager Now, a company that provides fractional sales management services to small and family-run businesses. He has twenty-seven years of experience in sales leadership, coaching, and consulting. He is also the author of the Part-Time Sales Management handbook and is based in Auburn, California.

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