“If they’re not using the CRM, then you need to force them to use it or else we’ll start cutting their commission payments!”
That was the answer a sales operations manager from a big company gave when another manager mentioned his reps weren’t keeping their CRM up to date.
I had to laugh when I heard that, because having used the same system he was expecting his reps to use, I knew what a pain in the ass it was and how much other reps hated it.
Unfortunately, he’s not the only executive who thinks that way. But why don’t sales reps use the CRMs we put in place?
If you’re like the sales guys we know, then you’re probably familiar with these 5 most common problems with CRM systems.