Are you facing the "triple frustration" that CRMs can cause?

Traditional Customer Relationship Management (CRM) platforms such as Salesforce or Microsoft Dynamics, are used by thousands of companies worldwide. However, many businesses struggle with what we call the "triple frustration" when using them.

This refers to the issues that arise when organizations invest in a platform that is expensive and difficult to use, which does not translate into sales and requires additional spending on external consultants.

Additionally, managers often find themselves without the information they need, and users are forced to use a system that does not help them sell. So if we put it simply, the triple frustration could be described as:

• Company frustration: having to invest in external solutions -like consultants and internal teams of sales operations- after deployment to update and maintain sales infrastructure via their CRMs.
• Managers' frustration: having to “chase after” sales reps to make sure they use the CRM so activity is tracked and recorded to get data insights.
• Sales reps’ frustration: feeling “forced” to use a platform that is not intuitive and that overloads them with administrative tasks.

“Can we stop talking about the CRM and start talking about sales?!”

Firstly, let's talk about the expense and difficulty of deploying a conventional CRM. While most are great platforms for businesses they’re also expensive solutions. Companies need to purchase plenty of licenses and implement a system that is difficult to use which leads to hiring external consultants to train their staff to use it or even keep the platform going. This means a massive use of resources, simply put: spending money and wasting time.

Unfortunately, even when organizations overcome these challenges and fully implement a CRM, they may still not see the results they were hoping for. Despite the promises of increased efficiency and productivity, some companies do not see a direct correlation between their investment in their customer relationship management tool and an increase in sales. In some cases, this can lead to a sense of disappointment, especially if a company has invested heavily in the platform.

To add to this frustration, managers may find themselves without the information they need to better manage their team and meet their goals. Yes, CRMs are data-driven platforms, and while they can provide a wealth of knowledge, it can also be challenging to access the correct data in real time if sales reps aren't using the software. This can lead to managers having to "chase after agents'' to report activity, which can be both time-consuming and frustrating. It can also make data-driven decision-making impossible, which can hinder a company's growth and profitability.

Finally, CRMs can be complex, and the learning curve for employees can be steep. Sales reps can feel that the system detracts from their productivity and generates an unnecessary administrative overload that interferes with their performance. All this only leads to a reluctance to adopt the system fully, which can reduce its effectiveness. While the platform can still be a powerful tool for sales teams, if it is not tailored to their specific needs, it can feel like a burden.?

What can companies do to overcome the "triple frustration" that CRMs can cause?

The first thing on our list would be to communicate to your team the benefits of using a CRM. Why would they engage with a new platform if they don’t even know it can help them with their tasks?

Keep your CRM usage as simple as possible. This means choosing tools that integrate with your CRM of choice seamlessly. Avoiding complex integrations will help your team to access all the tools they need without leaving the platform, reducing the time it takes to switch between applications and without the need of hiring external consultants.

You might also want to make sure that all the processes you’re building for your team are fulfilling their actual needs. Here communication is key, once again. If you’re on the lookout to automate repetitive tasks, this is a great idea since sales teams can spend a significant amount of time on follow-up emails, scheduling meetings, and logging data into the CRM. But beforehand, inquire about which tasks are taking more time in their schedules.

By automating these tasks, you can free up valuable time for sales reps to focus on more critical tasks like building relationships and closing deals. As you make these tasks automated you would also be recording activity without having to specifically ask sales reps to do it, as the platform will be doing it for them.

Last but not least, provide training within your team. Yes, onboarding is essential. But as your company grows your CRM will do it as well and most likely the integrations and processes you add as well. Keeping your teams updated with the right training is essential to make sure you’re recording and tracking activity properly to obtain clean data.

All of this is possible thanks to sales engagement tools that provide real-time insights into customer engagement, allowing sales reps to make informed decisions and tailor their approach accordingly. Sales engagement tools are also a valuable asset for companies looking to improve productivity in their sales processes, and a game-changer when it comes to improving task management in companies for sales and customer-related processes.

So there you have it… There’s no need to feel frustrated anymore, as long as you’re improving your CRM with the right solution, your selling processes can feel like a walk in the park, and all thanks to sales engagement tools.