How to Overcome CRM Implementation Objections

How to Overcome CRM Implementation Objections

No sales rep is going to want to be tracked, monitored, or told what to do, so knowing how to overcome CRM implementation objections is going to be vital to a successful rollout. Although some sales reps think they own the accounts they support, the fact is, the business they work for owns the accounts.

Sales Reps Need To Get on Board With CRM Implementation

When the water gets muddied, sales reps need to get straightened out and told exactly how it is, "the business owns the account, they're just running it and getting paid for doing so, but long after they're gone, the business will still be there and so will the account, so they need to get on board, and quickly."

Best Ways To Overcome CRM Implementation Objections

The best way to overcome CRM implementation objections is to explain why it's important "as a company" to get on board.

Some of the more prevalent reasons include:
  • Easy way to organize contact data
  • Easy way to track and view all account activity
  • Easy way to assign and keep track of open tasks
  • Easy way for businesses to maintain continuity in case of disruption
  • Easy way to provide a central point of communication for prospects and customers
  • Easy way to run detailed reports for customers and prospects
  • Easy way to send consistent brand-approved marketing messages
  • Easy way to keep track of deals
  • Easy way to segment customers and target them with specific messages
  • Easy way to streamline internal communications
  • Easy way to keep track of website activity of contacts in HubSpot and remarket to them
The bottom line is the benefits outweigh the negatives for implementing a CRM. If information is power, and data is the new oil, then sales reps need to become CRM superstars; otherwise, they're going to get smoked by the more savvy sales reps that allow the company to use the data in the CRM to create easy upsell opportunities. Junk-in is junk-out with data, so the sales reps who work on updating data and continually appending relevant information to their account profiles will have a substantial advantage over those who don't.

CRM Objections Over Privacy

Data sells, information sells, and with so many changes in the marketplace, sales reps aren't able to reach out to every customer consistently to keep them informed. Sales reps need to understand that CRMs are not rolled out to infringe upon their privacy; they're rolled out so a company can have all relevant information in one safe, secure, rights-managed repository. There's nothing personal about it; it's all about business.

Personal emails and personal Slack messages need to be done on private channels. If a sales rep uses their business email and communication platforms to share GIFs, images, or anything else, it's dangerous for the network. There are too many cybersecurity threats to mess around by sending and receiving non-compliant messages to people outside your direct business network.

Business needs to be handled as business, personal needs to be handled as personal, there are no two ways about it. Once sales reps understand this, there won't be any further confusion.

No. 1 Step to CRM Implementation Success

So what's the No. 1 step a CRM implementation team can do to get their sales reps onboard?

You have to get an internal sales rep champion. Pick your best sales rep, groom them, do everything for them in the CRM, show them how the marketing automation works, get their buy-in, drill down on the value again, get feedback from them, implement the feedback, and make them into a raving lunatic of how great it is and have them tell the other sales reps that look up to him or her. There's no better way to gain quick CRM implementation leverage than having their peers share how great it is and how it's making their life easier.

Proper implementation and training are a vital component to CRM implementation success as well. CRM implementation will always be an ongoing project as new updates and automations become readily available.

Be Confident With Your CRM Implementation

You have the information now. You have the power to use it to your advantage now. Don't put up with excuses. Remember that the business owns the accounts. Be strong and confident, and let sales reps know that you're not messing around with this CRM implementation, as it's currently an essential part of continuing to develop and maintain customers, and it's always going to be moving forward, so GET ON BOARD.

Brandon Schaefer: Data Management