We’ve shown over and over again that using an extended warranty CRM leads to more sales.
But the keyword there isn’t “sales” or “CRM.” It’s “using.”
Most employees treat new technology like a toy on Christmas morning: It’s the best, shiniest thing ever. Sure, it’ll be used — maybe even a lot — for a couple of weeks or months. But over time, that candle of excitement begins sputtering. Eventually, it burns out.
The worst part? That scenario is often best case. Some employees are reluctant to touch the gift their company bought to give them a bigger commission!
So, how can you get your sales staff to not just use their CRM, but use it consistently?
Read on for CRM adoption strategies that actually work.
Why CRM Consistency Matters
What do businesses need before they make a decision?
Data of all kinds.
- Cancel data
- Financial data
- Pipeline data
- Marketing data
And of course, sales data.
Where does that data come from? Reports. And where do companies pull their data from? Their CRM.
But if only some employees are using the CRM some of the time, then you’re operating with only some of the data you need.
That’s why CRM engagement for reps is so crucial.
Framing Matters
As with practically everything, how you deliver any message is often more important than the message itself.
And most people are creatures of habit — especially salespeople. They know (or at least think they know) what works best for them.
What does this mean? Your announcement about consistent CRM usage needs to explain the why behind the move and what’s in it for the end user.
Imagine receiving the news “Everyone needs to start using our CRM effective today. No exceptions, or else.”
Not very inspiring.
Compare that to “If you want bigger commissions, we need better data. In the coming weeks, we’re shifting our philosophy to capture information to make you more successful. And part of that philosophy means everyone, the CEO, me and you, will be using a CRM.”
Notice that shift? The former leads with punishment. The latter inspires with possibility. Moreover, it states everyone is accountable — including the person who signs the checks.
Explain the Stakes
Dollars and cents speak volumes. The more you involve each, the louder it gets and becomes almost impossible to ignore.
Research suggests that bad CRM data drops revenue by up to 20% to the tune of $3.1 trillion! Why? Two salespeople calling the same lead, mis-prioritized follow-ups and a slew of other inefficiencies.
If you told someone they’d make at least 5% more a year on top of better work-life balance, they’d probably do it.
Bump the number to 10% and they’re already planning how they’d spend it.
The truth is that’s what a CRM does, because it tracks:
- Customer objections so you can overcome them
- Cancel rates so commissions don’t evaporate
- Campaign performance so better leads keep coming in
That kind of data can only be captured if workers use a CRM 100% of the time.
Not 50%. Not 87%.
100%.
Training Days
Poor carpenters will blame their tools. But the blame should really be placed on misuse… or nonuse.
The same concept goes for using a CRM inconsistently. If you use anything once in a while, you lose how to fully leverage functionality. Shortcuts get lost. Best practices? Rarely applied.
CRM training sessions should not only be mandatory, they should be ongoing with annual refreshers at least. Monthly (or quarterly) preferred. This is especially crucial for onboarding new sales reps. Appropriate training removes intimidating barriers and shows, first-hand, how powerful technology can be.
Similarly, role-specific training is encouraged. Your finance department will need to know different things than your call center manager. And your boots-on-the-ground reps will need training tailored to them.
That’s why Inline Data Systems segments on-site training based on each role and trainee: to answer questions, in person, in real time, that matter to the attendees in each session.
Pay Them To Use (For a Month)
Gamifying your sales process is a proven tactic (one we wrote extensively about).
If you want to practically guarantee CRM adoption, there’s no easier way to pay your employees to use it consistently, like they should, for the first month.
The amount can be minimal: $25 or $50. While the hard cost is negotiable, the payout parameters shouldn’t be: Same-day notes and updates without exception for a month.
You could almost call it a bribe. But it’s probably a worthwhile one, considering the amount of recurring revenue you could receive.
Other Best Practices to Increase Your Sales Team’s CRM Buy-In
Roll out slowly. Make the first few weeks as simple and realistic as possible. Identify a few select fields that must be updated and incrementally add more over time. Overwhelming from the jump invites mistakes or intimidation that serves no one any good.
Schedule Optimization Meetings. Sharing and showing how CRM usage has produced a tangible outcome reinforces why salespeople need to get on board.
Don’t Use a Generic CRM. You aren’t everything to everyone. The system you use shouldn’t be, either. Inline CRM was coded and created by extended warranty professionals who know what features you need to do your job better.
Want More Inline CRM Usage Adoption Tips?
Take our system for a test drive. You get full, free CRM access for 30 days to start — and functionality you’ll want to use every day after.
