It seems that just about every sales organization has implemented a CRM software to help their sales team become more productive and more efficient. In fact, Gartner estimates the CRM market will be worth $36.4B worldwide by 2017 (Source). However, according to Merkle Group, Inc, 63% of CRM implementations fail (Source). They don’t fail because it’s bad software. No, it’s usually because the sales team simply doesn’t use the software.
Salespeople can be a finicky bunch—especially experienced, successful ones. They’ve spent years refining their sales approach, and they don’t want to rock the boat. The common refrain that can be heard from conference rooms across the country is, "If it ain’t broke, why fix it?" Maybe their process "ain’t broke," but it’s rare to find a sales process that can’t be improved or enhanced in some way. Often that’s what a CRM offers—the ability to take your sales process to the next level. The challenge then becomes getting the sales team to actually use the CRM on a consistent basis. Here are a few ideas.