Do you work around the CRM problem with own solutions?



Salespeople are dissatisfied with traditional CRMs, as a result salespeople usually solve the problem themselves. Selling is the heart and engine in most companies in virtually every industry, leading many companies to invest heavily in tools that help their salespeople sell more.

Despite the fact that companies spend top dollar for expensive solutions, traditional CRM solutions require time-consuming data entry, are awkward to use, and do not actually help close deals.

As a result, many salespeople avoid their company’s CRM system and instead make do with makeshift tools and processes. If these company-mandated tools are not positively impacting the bottom line, then what’s the point?

Working with sales requires structure and persistence

Pushing opportunities forward, closing sales and meeting quotas is time-intensive, requires persistence, and requires a structured approach. Closing deals is the top priority for every salesperson.

The frequency of communication is an important key factor to become the one the customer choose. Many salespeople perform intense follow up activities with a customer to make a sale and most salespeople spend more than a significant part of their day on customer follow-ups alone.

Keeping track of numerous contacts, conversations, and critical details wastes time salespeople should spend generating sales. The purpose of CRM systems is to make salespeople more successful and bring visibility to management.

In reality, salespeople view CRM as administrative burden that stands in their way and don’t bring value. Not many salespeople can give a positive answer the question “What’s in it for me?”

Traditional CRMs are built only for management

Companies often believe CRM is a straightforward way to manage pipelines and boost sales. However, most CRM systems are built and designed only management for the people who buy them, not the salespeople who are supposed to use them.

As a result, the CRM industry has almost always facing a low adoption rate. Salespeople often enter little or even no information into their company-mandated CRM system. The usual scenario is probably once a week or less.

Some even stop using it completely, its easier taking the discussion with the director than using the system. Behaviours like these often leave management in the dark and create graveyards of old out-dated and irrelevant information.

This avoidance of traditional CRM is forcing salespeople to manage their deals and relationships with a diverse combination of tools, the most common ones are emails, calendar, spread sheets and smart phones to track their deals and contacts.

Mobile workforce and stationary tools, no wonder salespeople doesn’t update the CRM

Salespeople’s poor CRM usage is also affected by the needs of a mobile workforce. Very few salespeople are working exclusively in their offices, and some wonder why salespeople doesn’t keep their CRM up to date?

The fact that most salespeople are mobile makes the need for mobile CRM even bigger. Without the ability to enter information easily while on the road, make use of dead-time moment, salespeople must constantly collect notes, create their own tracking system or add another administrative task to their to-do list once they are back in the office or back home after dinner.

For most salespeople, traditional CRM isn’t therefore a realistic option to use.

Salespeople create their own ways to get the work done.

The most important tools to most salespeople, as they follow up with customers and close deals, are their phones, email, and calendar. Despite their importance, these features are not the focal point of most traditional CRM offerings today.

If you also look on other tools many salespeople use the smart phone camera to take picture of relevant things during meetings, use the map to get guidance and routes to the customer you are getting even further away from what traditional CRMs are about and focus on.

Salespeople need easy to use and quick to update. Salespeople also needs tools that proactively help them structure their workday and close deals, every day. If not, the CRM does not deliver value, for them.

Management also suffer, even if the traditional CRM was designed for them.

Companies therefore need to adopt better tools that support the basic activities salespeople are doing to be successful. Without the salespeople’s input, management also gets into problems and find their ways around the traditional CRM.

It is quite common among many management groups to create their own set of spread sheet reports and data gathering routines because the CRM does not include the latest data, they don’t trust the data etc.

Conclusion to the problem

In the end everybody looses and needs to spend much more time on sales administration than necessary. Therefore it is necessary to adopt a mobile CRM supporting salespeople to 100% during their workday and giving them value back for their time spent on the CRM.

Then management will get the required data, in real time, and can focus more on reaching the companies targets instead of doing administration.

As a side effect or positive bonus, a truly mobile CRM might actually more affordable so the cost for sales support will also go down. So with a mobile CRM the company will most likely get:

  • More satisfied salespeople
  • Continuously and better updated data
  • To spend less time on sales administration
  • No “outside” the CRM routines and documents no one knows of or can access
  • More time for sales for salespeople
  • More time for strategic work for management
  • Lowered CRM costs