Reverse the question. Why have you not given your sales people a reason to enter data into the CRM? Why have you not made it organic, that information is shared by default? Why are the tools they are using not being so beneficial, that they want to use them?
It is very easy to always blame the sales people themselves, but be honest, what salesperson would not want the upper hand? What salesperson would not do what is necessary to make that sale? What sales person would decide not to do something if it increased their ability to sell. None. Not one.
The problem is that you don’t often see the sales teams telling the business what they need to sell, quite the opposite. For the sales teams we interviewed, a set of tools was given to the sales team and then they were asked to comply. No training, no demonstration of why they are entering in data and no obvious transparency of the importance of a good quality CRM. We interviewed a group of sales persons, all from different companies and found the top reasons why Sales people are not entering data into the CRM and inturn causing Information Silos.
1) Entering CRM data is time consuming.
The enterprise CRM space is diverse, but there are key players that are prevalent in the market. These key players are big, they are feature rich and they are flexible. Unfortunately, they are also “dated”. With dated user interfaces comes a complexity in entering and managing of data and most key players are susceptible to this problem. The key to solving this problem is that data should not need to be entered into the CRM, it should be fetched from the places where that salesperson most organically enters their data. This could be their mail account, it could be their local file system, it could be online excel sheets.
2) One size does not fit all.
Just like there is not one tool to rule them all, there is no CRM to rule them all. With all the processes that revolve around the sales process, no CRM can be the best at all of those aspects, hence the choice of CRM is very important to match your sales team, not the other way around.
3) What’s in it for them?
There is a fair amount of potential benefits that the CRM can provide to salespeople, but few companies attempt to “sell” them on the upside of inputting data and having greater visibility.
For example, capturing historical close rates and applying them to current pipelines can allow sellers to project a sales cycle to determine if they have enough activity to be ahead of quota year-to-date. Sales managers can be more proactive in managing by exception and getting involved when milestones are missed or opportunities stall at a certain pipeline stage. For new salespeople, a central database of previous interactions their predecessor had with prospects and clients can jump-start up time during their first months in new territories.
With most new CRM systems embracing Machine Learning, it has never been a more pertinent time to embrace the value of good quality data.
4) Finally and most importantly, the tools are not working for them!
SAAS tools are becoming very savvy today. From a sales perspective there are very sophisticated tools that only get better once you put more data into it. There are even tools that are constantly re-evaluating the CRM data to make it better, cleaner, more enriched and better connected. You start to get the idea that these outdated CRM systems that are very static in nature are just not working for companies anymore and in fact, those who adopt more modern CRM systems will reap the benefits of getting to market quicker and smarter.