Why sales people hate CRM but love Zyprr

November 16, 2015
By : Dipankar Biswas

By definition CRM tools simplify work for every sales person. Still 80% of sales people hate CRM, but why? It’s always an uphill challenge for every CRM software company to convince sales people to use CRM for their benefits. To understand why Sales people hate their CRM, let us first look at what a modern salesperson needs to do on a typical CRM and what the key challenges they face in doing their work.

Salespersosalesn as a Data Entry Clerk

A salesperson’s main objective is closing sales but after implementing a CRM s/he becomes a Data Entry Clerk. Sales people are paid upon closed sales not for data entry, but now s/he needs to spend time feeding the empty data fields of the Customer Relationship Management software. The average salesperson spends 28%-31% of their time on administrative tasks, taking away from valuable time they could spend on closing sales, which reduces their income potential. The path of following a lead till its conversion consists of numerous activities (calls, meetings, tasks, etc.) and managing all of them into a single system is a bulk data entry process which every sales person tries to avoid.

Why share data?

Every sales person is always concerned about the confidentiality of their data. In most cases, the business can only win when teams collaborate not only among themselves but also cross teams. If the sales person is calling a customer and knows that the customer has opened high priority support cases, they can have a different conversation than if they did not know the issues the customer was facing with their product or service. But the positives of placing a CRM center stage are often outweighed by the thought that another sales person may try to close the deal, or someone will inadvertently mess up a huge sale by surveying the prospect, calling to ask about another opportunity, or deciding that yours is the ideal person to call.

Corporate Instability

Every business modifies their marketing strategies according to changes in the competitive landscape. This results in changes in sales and marketing direction. Which results in salespeople learning new strategies and processes of how to close sales. This consumes a great deal of time to understand and adapt the new strategies within an existing CRM.

CRM as a “Barrier”

Any tool that works systematically forces certain “processes” upon the sales person. Its goal is to benefit but inevitably imposes certain defined processes which sales people are bound to follow. The “freedom“ or “choice of process” is reduced as an outcome.

CRM’s can act as barriers as well as a well-wisher. This has been observed when companies have to organize and manage a huge volume of data. Also, it helps keep track of sales, interactions, and forms a link between all the team members who share this information.

If we ask sales people why they love CRM the reasons are obvious:

  1. Closing of more sales by capturing key lead details and communications
  2. Prioritization on key prospects and customers
  3. Follow up on timely manner
  4. Analytics that give insights on performance
  5. Well informed decision making
  6. Effective time management
  7. Higher quality lead generation
  8. Trusted pipeline reports
  9. Identification of performance hotspots

We can clearly see the benefits of a CRM system. It can make a salesperson consistently outperform and beat quota if they adopted a process that met the above criteria. To avoid barriers faced by salespeople, we designed Zyprr to be something beyond just a CRM. Zyprr is an easy to use modern CRM that can allows sales teams to quickly get an unified view of their customers, track all their activities and obtain key insights and trends about their business metrics. It increases your productivity by providing an efficient coordination among sales, marketing, support and operations team. When you are able to identify the “hotspots”, tracking and reaching out to your customers at the right time becomes easy with Zyprr.

Adopting a CRM is challenging in modern high paced business environments. You should choose a CRM that is simple, easy to use and can grow with your business and processes. CRM’s were originally set up to monitor salespeople’s activities. As a result, salespeople began to keep their own contacts separate, defeating the idea of collaborative relationship building among the team. CRM’s should not be about keeping your foot on the neck of the sales team, but about enabling them to consistently beat their quota, make more money for the business and build long term relationship with customers.

We are now in a data driven society. As Peter Drucker said,” We’ve spent the last 30 years focusing on the T in IT, and we’ll spend the next 30 years focusing on the I.” For your businesses to succeed, your sales team need to perform consistently. In the modern world, sales team need to make data driven decisions, and that can only be possible if the data is not only of high quality but can be analyzed to find patterns and metric to change what is not working. You can only optimize what you measure, and without good quality CRM data, businesses will have a hard time growing their top line.

Request a Demo

  • This field is for validation purposes and should be left unchanged.

 

Here is a collection of places you can buy bitcoin online right now.

About the Author

Dipankar Biswas heads the product marketing division of Zyprr. A strategy and marketing enthusiast and an MBA from the prestigious Indian Institute of Management , Mr. Biswas has years of experience in B2B domain in a wide range of companies. Mr. Biswas's core competency is to create a mix of inbound and outbound marketing strategy which generates a steady flow of leads into the sales funnel. He is an avid blogger on topics like marketing, branding, sales, business process, CRM etc.