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, a 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.
And this creates an ugly vicious cycle, 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.
Salesforce user adoption tends to be a big challenge for most organisations.
So, how come so many Salesforce implementation don’t seem to meet expectations?
Most of the time, it’s due to poor user adoption. It’s all very well building an impressive CRM system but, if the intended user doesn’t participate in the creation and up-keeping of the platform, the whole process weakens and inevitably fails.
Let’s take a look at 8 of the most popular adoption challenges:
1. Poor communication:
Inability to successfully communicate the true value for the team from the outset can dangerously hinder our rollout.
2. No Stakeholders support:
How can we expect our sales force to adopt a system our Stakeholders hardly believe in?
Before attempting to gain user adoption, your number one priority should be getting top-down backing.
3. Resistance to change:
We are all biologically programmed to resist change.
As creatures of habit, we all struggle to incorporate new changes into our everyday routine – even if these are undeniably beneficial to us.
And this is because comfort and conformity make us feel safe. Change turns our ‘flight or fight’ response on, which in turn triggers negative emotions like stress, anxiety or fear.
Keep this in mind when trying to get people onboard a new system and process they’re not necessarily familiar with.
4. Keeping the system stagnated:
Just like any other technology, Salesforce is not a tool you can simply turn on and leave to run alone. System changes and advancements happen quickly and often.
At the same time, our own sales organisation and process is in constant evolution. So, we must work hard to build a platform that can adapt to fit the needs of our reps and business.
5. No Salesforce champion:
Salesforce is a pretty impressive bit of technology. As such, we often overestimate what it can do for our business.
The cost behind the implementation and subsequent deployment, gives us the false impression that the system should work perfectly out of the box.
But for Salesforce to really start proving its worth, it needs some proper TLC from a good champion that understands and believes in the solution.
6. Inadequate training:
If you can only do one thing to improve your use of Salesforce, it’s this. Offer good user training!
This CRM tool is vast and complex and will only prove useful to our team if they know how to get the best from the platform.
7. Processes not clearly defined:
It’s not uncommon to stumble across sales organisations that work with no real sales process in place. As sales people are renowned to be lone wolves, they’re sometimes allowed to work in their own way and follow their own method.
With disastrous implications for our process and data.
For a process be successful, it has to be agreed on and followed by the whole team.
It also needs to be monitored and measured to guarantee it’s actually efficient.
8. Poor data quality:
No matter how many bells and whistle we add to the platform, at the end of the day, the quality of the data we feed into the system is all that matters – if you’re putting rubbish in, you’re bound to get rubbish out.