I’ve been involved in dozens of CRM implementations, relaunches, and “I’m not sure if we still have that system” discussions. The biggest hurdle every company has when implementing a CRM system is getting their sales people to use it. I’ve watched CRM consultants go to extensive trouble to design the perfect workflow that will is both user-friendly and valuable, only to return a year later to find that nobody is using the system. I’ve seen managers bend over backwards to simplify the expectations to the point of boring a minimalist. I’ve watched sales people leap for joy after setting up the CRM app on their phone – the same app that never gets opened again after two weeks of steady use.
The number one reason sales people don’t use CRM systems today is not because of the complexity of the systems – they’re very easy. It’s not because sales people don’t see the value – it’s obvious to them. Managers are no longer being unreasonable with their expectations, so that’s not it. So, what is the number one reason sales people don’t use CRM systems today?
Sales people don’t use their CRM system because it’s not a daily habit.
Managers and consultants spend hundreds of hours on the system and training programs. Although these hours are probably useful, they need to focus on the sales people’s daily process of planning and acting. Invest time working with each sales person and agree on a 15-minute window of time that they’ll update their CRM system every day. Maybe it’s 7:30 – 7:45 in the morning before anyone else arrives, or maybe they’ll do it at 9:45 – 10:00 at night in their home office. Whatever time slot they choose, have them add it to their calendar, and then hold them accountable for twelve consecutive weeks. Sure, they can add a task on their phone after leaving an appointment, but they still need to spend those 15 minutes in front of their system … every single day at the same time.
Twelve weeks, and then let them fly.
We’re almost a fifth of the way through the 21st century. CRM systems are easy. Sales people know their value. Managers are reasonable. However, sales people still aren’t making a habit of spending those 15 precious minutes every day. Follow this plan for twelve weeks and watch the utility of your CRM investment boom.
