CRM software was introduced to the business market during the 80’s, allowing organizations to better communicate and collaborate around sales related information.
It began with tailor made solutions which helped companies track sales activities done by the sales teams. Today there are numerous solutions, some are best when customized and integrated to the specific needs of the company, while others are simple plug & play.
The thing is, there’s a paradox in the paradigm that all CRMs are based on. Despite the fact that most of the data on the CRM is entered by salespeople,CRM was not built for salespeople. It’s built for the company’s management.
Furthermore, if the CRM has been successfully integrated into the company’s sales workflow, any sales person could be replaced at any moment, and salespeople don’t appreciate feeling they could easily be replaced.
Despite numerous conversations I had with salespeople, I still haven’t met the sales guy who loves working his company’s CRM… it usually summed up in manually punching in account details, updating contact information, or getting back to the office (at the end of the day) to write up detailed summaries of all the daily events, making sure that the CRM is up to speed with all the latest events.
Those discussions drove me to draft a list of reasons why salespeople hate CRM software:
The CRM is not for the sales person
As mentioned above, the CRM is there for the management needs. Not for the benefit of sales people.
Most salespeople feel that they are working for the CRM, and that the time they waste updating the CRM, could be used otherwise for sales related tasks (which will drive revenue instead). Furthermore, salespeople feel that the CRM is there to control them and follow every step they do rather than serve them.
The thing is that salespeople (like most people), don’t like to be confined to rules and regulations. They want the freedom to manage their own time and tasks, and not keep looking over their shoulder.
Lastly, most salespeople need to constantly pump themselves up in order to be able to sell, clerking tasks such as reporting sales data into the CRM is a major turn off.
CRM’s are NOT user friendly
You’d expect that after so many changes and upgrades, years of development and different solutions offered, the user experience will be as friendly and intuitive as other 2015 solutions.
But that’s not the case here.
CRM software is so complicated and rich in features that simple tasks can be very time consuming. And when most of these actions are so repetitive in nature, it’s no wonder that updating the CRM might feel like a constant nightmare.
Sales guys want to sell. Chat and interact with people (and again – sell). Not sit in front of a computer and key in data all day.
CRM’s complicate things
A CRM is all about collaboration and data reporting. Every interaction/action a sales person conducts, every task, call, email, or meeting needs to be entered into the CRM. It means that in theory, salespeople need to stop after every action they take and update the CRM. Very time consuming.
If reality, they don’t update in real time, but rather delay it to the end of the day in order to remain focused on revenue generating actions throughout their day. Then they update the CRM based on their memory. hmm.. And that’s a best case scenario.
Some salespeople simply wait for the end of the week or even to the end of the month/quarter to update the CRM..
Salespeople need a system that puts them in the center of attention. They are the target audience of the solution and not management. Any solution they use must be intuitive, simple and as automated as possible. Eliminating those repetitive daily tasks done by salespeople will allow them to remain focused, satisfied, happy and productive.
At the end of the day happy salespeople drive growth and revenue, and that is what business is all about!