3 Reasons Why Salespeople Don’t Use Salesforce

Let’s face it, sales reps hate using CRM. On a day to day basis, you’re too busy calling prospects, mining leads and booking meetings to even remember to log into Salesforce.

As a sales rep, there’s absolutely nothing more frustrating than having to spend time manually logging emails and calls. Why? Because it’s a tedious task that doesn’t impact your sales targets.

Believe it or not but if you want your sales team to succeed, it’s vital that CRM is properly utilised through accurate data. Data accuracy is really important, and here’s why:

Inaccurate or incomplete data can lead to 20% stalled productivity, which is one day of work each week
The average company loses 12% of its revenue as a result of inaccurate data
40% of all business initiatives fail to achieve their targeted benefits due to poor quality data (Gartner)
With this in mind, you have to question: why do sales reps hate Salesforce? And what can managers do to ensure that they start to use it effectively?

1) Manual Data Entry

As a salesperson, it’s more than likely that you have a lot going on. If you’re not viewing accounts and emailing prospects, you’re making calls and scheduling appointments. With all this going on, do you really have time to log data onto Salesforce? The answer is most likely “no.”

Nowadays, the majority of sales reps leave data entry to the end of the day. This may sound like a good solution; after all, you’re not wasting time that could’ve been spent reaching sales targets – right? Unfortunately, this is inefficient as you’re unlikely to remember exactly what happened 10 hours after you called a prospect meaning data often comes out inaccurate.

We’re in an age where you can pay using your fingerprint, deliver items using drones and drive without actually touching the steering wheel so there must be a way to automate sales. Calendar and email syncing tools like those provided by Ebsta ensure that every email and event are automatically synced to Salesforce (meaning you can say goodbye to the days of manual data entry!).

2) CRM Too Complex

Let’s face it, Salesforce is definitely not easy to use. I’m sure you remember your first few months using Salesforce. The dread that would consume you when asked to create a report and the confusion that would follow when attempting to create a custom field. Many sales reps are just expected to understand how to use Salesforce with minimal training and that’s likely the reason why so many salespeople dislike using Salesforce. Luckily Salesforce have come up with a solution to this problem – Trailhead. Trailhead is a free interactive learning resource which makes learning Salesforce a lot easier (trust me I’ve tried it myself).

Sales managers should really be investing in their team, and this investment doesn’t have to be monetary. Dedicate half an hour per day to Salesforce training and watch your sales team magically becomes Salesforce pros.

3) Not Useful

In sales, I’m sure that there are many things that motivate you: reaching sales targets, closing big deals and most importantly – commission. Entering data into Salesforce doesn’t bring you more money at the end of the month, so it’s obviously going to be the last thing on your mind after a busy day. After all, who wants to be updating Salesforce when there’s selling to be done?

It’s evident that sales reps love tools that make selling easier but what if I told you that Salesforce can do this? Salesforce can become very useful if used with AI tools like Einstein or Ebsta.

The Ebsta Engagement Score for example, allows reps to see their most likely end of month result based on a combination of intelligence and data. We all know that sales isn’t easy so having handy tools to help can completely transform the process.

You can also claim your copy of the 2019 Salesforce Usage Report: insights from over 500 companies across six continents. From those on the front line of sales through to the decision makers confirming budgets and direction with Salesforce.

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Calum Morrison

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