For the last 24 years, TopLine Result's vision has been to create delight through imaginative solutions to solve real challenges and deliver tangible results by using relationship-driven technology like a CRM (customer relationship management).
We have witnessed a multitude of customers who embraced CRM with passion. Equally so, a number have come to us with sheer frustration seeking our expert help to resolve their underwhelming experiences with their existing CRM systems or support.
As an experienced CRM and Digital Marketing implementation company, we also specialize in streamlined data import processes for customers wanting to make a switch and migrate from one CRM system to another.
In this blog you will learn why salespeople like CRM, why they dislike it, and why they switch.
What Salespeople Like About A CRM System:
Organization
CRM software helps salespeople organize and manage their customer data more effectively. This enables them to better understand their customers' needs and preferences and track important interactions.
Data-Driven Insights
Team members and leaders get valuable insights into sales performance and competitors’ impact. Real-time insights help salespeople make more informed business decisions with competitors in mind.
Collaboration
By providing a centralized platform for managing customer data, CRM can enable sales teams to collaborate more effectively. They can share information, track progress, and work together to close more deals. Even when someone is out of the office, others can see and act on customer information.
Time-Saving Automation
Many CRM systems offer time-saving automation features like lead capture, email tracking, and task management. These features help increase focus on more strategic activities, such as building relationships with customers and closing deals. Automations, also known as workflows, are music to the ears of a salesperson hungry for higher productivity!
Mobility
Most CRM software is accessible from anywhere with an internet connection. This flexibility enables salespeople to work remotely, access customer data on-the-go, and respond quickly to customer inquiries or issues. Lately, our workforce has been working more remotely than ever, and CRM is keeping up with the changes.
Integration
In a more advanced stage of implementation, CRM can be integrated with ERP (enterprise resource management) software to provide important updates, such as purchase history.
Marketing and Sales Alignment
It is a great tool to funnel leads provided and tracked by marketing teams and to see and measure effectiveness. This is why marketing and/or sales team members should always fill in the lead source field in CRM to help quantify the success or failure of a marketing campaign (e.g., any tradeshows, seminars, or webinars hosted).
Customer Service and Sales Alignment
CRM users have the ability to track cases, also known as tickets. This empowers a salesperson to be fully informed about the issues being taken care of with their account. It also helps customer service track all information after a sale is made.
In short, salespeople love CRM because it can streamline their work, provide valuable insights, and enable them to have and build meaningful and stronger relationships with their customers.
What Salespeople Dislike About A CRM System:
Complexity
CRM systems, while powerful, can be complex and overwhelming, which makes it challenging for users to navigate and effectively use the software. This frustration can be overcome by working with a professional who can optimize the feature set.
Lack of Training
Without adequate training on how to use the CRM, it may become difficult to navigate its features. As a result, many users revert to their old ways of managing customer data. Providing regular training to users reinforces the importance of customer data and its use in sales and marketing.
Resistance to Change
Some salespeople may be reluctant to adopt a new system or process, especially if they are comfortable with their existing methods of managing customer relationships. Let’s face it, change is hard!
Perceived Lack of Benefits
As a salesperson, it's very important to sell the benefits of a CRM prior to diving into training on the features of the software. If users do not see the immediate benefits of using a sales database – what’s in it for them -- they may be less likely to adopt it. This is especially true if they are already managing their customer data effectively without a CRM.
Lack of Integrations
A poor user experience can make it frustrating for users to get the information they need quickly and efficiently. Likewise, a CRM that does not have seamless integrations with other tools like Outlook, Excel, Word, email marketing platforms, or an ERP, leads to poor user experience.
Bad Data
Systems that have unreliable or duplicated data bring confusion. Therefore, it is important to have expertise if migrating data between systems. Also, to ensure maintenance of your CRM, all teams should have an ongoing data deduplication process.
Successful adoption of a CRM system requires addressing these challenges through proper training, communication, and a focus on the benefits it can bring to a sales team.
Why Salespeople Switch CRMs:
Technical Issues
Many years ago, we supported a CRM system that had a new release that was plagued by technical glitches, errors, and downtime. It was hindering the productivity of its users and in this case, we helped users switch to a new platform that was more reliable.
Cost
When tools become too expensive, a company may switch to a more affordable system. This is especially true for small businesses or startups that are looking to save money on their software expenses.
Lack of Customization
Not every software offers the level of customization needed to fit a specific business or industry. In such cases, users may upgrade to the enterprise level of the CRM or simply consider a CRM with more flexibility and customization options.
Poor User Experience
If users find a system difficult to navigate, they may switch to a different platform that is easier to use. This happens when software fails to keep up with the times or includes unnecessary complexity that hinders productivity.
Limited Features
If a CRM system does not offer features needed to meet the needs of a sales team, users may switch to a platform that better aligns with their requirements. For instance, a company may switch to a CRM that offers advanced reporting capabilities or access to specific integrations like marketing automation software.
Migration to a New ERP
Many companies who have changed ERP over the years often adopt the CRM that is embedded in the ERP – even if the CRM included is not best in class. Companies chose it for economic reasons, but that may not have the effect they hope to achieve. If another CRM has good adoption or usage, it is often best to integrate that CRM with an ERP vs. trying to use the CRM included. A CRM integration partner can provide that ERP-CRM connectivity, as needed.
New Leadership
More often, companies switch CRMs after a new Sales Manager or VP of Sales comes on board. These sales leaders often have great familiarity with the CRM they want to implement in their new company.
Overall, companies may switch to another CRM if they feel their current platform is not meeting their expectations or offering the features they need to work effectively.
If you’d like to work with an expert team to help with your CRM migration or want us to teach you how your business can utilize it more effectively, please reach out to TopLine Results. Contact us at info@toplineresults.com or +1-800-880-1960. We would love to provide you with expertise to help you and your organization be its best!
Click HERE to view the CRM software we specialize in.
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