How to Sell Your Sales and Marketing Team on a CRM | ShowCycle

What happens when your board or your leadership is interested in a CRM but your sales and marketing team isn’t? Some people can be incredibly resistant to change, especially when it comes to how they do their jobs. They get into a groove and it can be difficult to convince them to do things differently. Nevertheless, it’s possible to convince employees to give your CRM a chance.

You know a CRM can be good for your organization. You’ve already been sold on the software because you’ve done all the research, you’ve talked to the experts, and you’ve learned how a CRM can boost the efficiency of your sales processes. But, when you’re putting together an argument for the sales team, you have to take it step by step.

Here are a few things you can do:

Consider what motivates team members - Know your audience. Do some salespeople work better when they have incentives? Do some enjoy the recognition of landing new accounts? Do some enjoy a little friendly competition? By knowing what motivates individual team members, you’ll have a better idea of how to frame the discussion.

Ask them about their individual processes - Find out how team members actually do their jobs. Then, ask them what frustrates them about their current systems, what they wish they didn’t have to do, and what would save them time? Asking these kinds of questions gives them the opportunity to reflect on the problems they face in their daily work.

Focus on specific benefits - Once you understand their frustrations, map the CRM capabilities to each employee’s individual pain points. Rather than spouting off facts, statistics, and testimonials, explain the ways that a CRM can help them solve specific problems.  

Market the idea Internally - If you have to overcome some resistance to your CRM plans, do so by marketing the idea internally. You can put up posters or flyers around your office space highlighting the benefits of using a CRM.

Train one step at a time - Sometimes the pain of change can be lessened by taking things one step at a time. Train your team gradually so they can become comfortable with each feature and learn how to use it properly (rather than coming up with workarounds that prevent them from getting the best results from the software).

Change is never easy and sales and marketing people know a hard sell when they see one. By taking the time to understand your team’s reservations, habits, and processes, you can find a way to make them champions of change.