Sales managers often face the frustrating challenge of getting their teams to fully utilize sales technology, like CRM systems and field sales apps. This guide offers actionable strategies to drive adoption and demonstrate the return on investment, ensuring that your tech investments are more than just 'shelfware'.
Sales technology, whether it's a robust CRM system or a sophisticated field sales app, often faces the fate of becoming 'shelfware'—software that is purchased but not used to its full potential. This underutilization can stem from several common barriers. Complexity is a major issue; if the tool is perceived as too complicated, reps may resist using it. Additionally, reps might not see the personal value in the technology, feeling that it adds more work rather than streamlining their tasks. Poor training and lack of ongoing support further exacerbate the problem, leaving reps unsure of how to leverage the tech effectively. Finally, any disruption to established workflows can lead to pushback, as reps prefer to stick with familiar processes.
The first step in overcoming these barriers is to prioritize usability and integration when selecting sales tools. Choose technology that is intuitive and easy to navigate, minimizing the learning curve for your team. Perenso's 'Easy-to-Use' aspect is a prime example of this principle in action. Additionally, ensure that the tool integrates smoothly with your existing workflows and other software systems. The less friction there is, the more likely reps will be to adopt the new technology. By focusing on seamless integration and user-friendly design, you can significantly increase the chances of successful adoption.
A successful tech rollout is all about preparation and ongoing support. Involve your reps early in the process to get their buy-in and address any concerns they might have. Provide comprehensive training that focuses on 'What's In It For Them'. Highlight how the technology will make their jobs easier and help them achieve better results. Continuous training and support are also crucial; don't just train once and forget. Create internal champions who can offer peer support and act as role models for effective tech use. By mastering the rollout and providing ongoing training, you can keep your team engaged and committed to using the new technology.
As a sales manager, your behavior sets the tone for your team. If you want them to adopt new technology, you must lead by example. Use the tool yourself and incorporate its data into your daily activities, such as 1:1 meetings, team discussions, and performance reviews. Make it clear that using the technology is non-negotiable and part of the team's culture. By embedding the tech into your sales culture, you demonstrate its importance and encourage your team to follow suit.
Once the technology is adopted, the next step is to measure its impact and communicate the ROI to senior leadership. Track key metrics that the software aims to improve, such as time saved on administrative tasks, shorter sales cycles, increased visit frequency, improved order accuracy, and higher quota attainment. Use these metrics to create clear and concise reports that demonstrate the value of the technology. Presenting these findings to senior leadership will help justify the investment and secure future budgets for tech initiatives.