It doesn’t matter how many grand or dazzling features a CRM solution has, or even if it is a budgetary no-brainer. From a real bottom-lime assessment, if it is difficult, cumbersome, or slow – the 3 elements that make up a system’s ease-of-use capability – then it might as well be put back in the box (or remain “in the cloud” as it were).

1. The 8 Buying Considerations
CRM Vendors Don’t Want You to Know About
Customer Relationship Management
Like most ad-numbed and ‘spin’-undated consumers, when considering a CRM solution, sales software buyers
focus on the usual eye popping standards like price and features, while leaving the most important element
a distant third – the one that will keep the system in the ‘go-to’ category long after price and features have
faded from memory – and that is use-ability.
Perhaps in the future, when budgetary concerns force the sales division decision-makers to hide their
checkbooks, software solutions wrapped in market-speak like CRM will be tagged will a seal of approval like
UPMs, which would designate some form of ‘User Performance Measurement’, instead of Can’t Reasonably
Manipulate this the way the vendor promised it was designed to function.
When filtering through your CRM options, it is quite natural and very tempting to start with price. Like all good
consumers, we want to get the most for our money, the most ‘bang for the bundle’, while spending the very
least amount of cash in the process. And features are certainly an important consideration, especially when
one knows what ‘the other guys have’. Comparing features is one of the easiest methods of differentiating
between one solution and another. But I caution buyers from placing too much importance on the array of
features, regardless of initial attraction.
CRM Features vs Ease-of-Use
On a primary level, all CRM solutions contain a standard off-the-shelf sub-set of features like contact
management, activity management and forecast management. Some CRM solutions include advanced or
trend-focused features like social networking, collaboration, and lead tracking. These would certainly set them
apart from the rest of the field, and are easily embraced. However, differentiating solutions based solely on
features alone puts the focus too heavily on functionality, and subsequently at the expense of that critical
component called use-ability.
It doesn’t matter how many grand or dazzling features a CRM solution has, or even if it is a budgetary no-brainer.
From a real bottom-lime assessment, if it is difficult, cumbersome, or slow – the 3 elements that make up a
system’s ease-of-use capability – then it might as well be put back in the box (or remain “in the cloud” as it
were).
Ease-of-use is by far the most critical consideration, simply because the biggest reason for most failed
implementations is poor user adoption. What good is a ‘relationship management’ tool if those who are using
it can’t mange to build and manage relationships with it?
“Poor use-ability blatantly Poor use-ability blatantly translates into sales reps never using the system
with any regularity, nor ever realizing its promised benefits. In other words,
translates into sales reps never
not only is the investment thoroughly wasted, but so is the time spent
using the system with any trying to ‘fix’ something that was broken at the get-go. So much for
regularity, nor ever realizing its promises! Implementing a CRM system that ultimately fails can
promised benefits.” significantly harm sales productivity, morale, and a company’s top and
bottom-line.
Because of this, features and price pale in comparison to ease-of-use when selecting a CRM solution. CRM
vendors certainly know how critical ease-of-use is. If they can get you to focus on features and price, then
they don’t have to bother overcoming doubts about use-ability. Our objective here is to step away from this
tunnel-visioned vendor tactic of using the ‘if they don’t ask, then we won’t have to tell’ approach to CRM
solution marketing.
Copyright © 2012 Smart Selling Tools www.smartsellingtools.com

2. The 8 Buying Considerations
CRM Vendors Don’t Want You to Know About
I. Takes too long to access: V. Doesn’t present information in a way that is useful
to reps:
This includes accessing the internet, signing into the
system, and gaining access to the appropriate Carefully think through how your reps work from a
screen. Do reps have fast, easy access no matter strategic standpoint, and make sure the CRM system
where they are or what device they are using? presents the needed information in a concise and
Answer: decide accordingly based on your own comprehensive manner. As an example, allow your reps
experience not a vendor demo. to see all the people that need to be called in one
location, don’t force them to flip through several screens.
II. Takes too long to navigate to the appropriate VI. Takes more effort to use then it is worth:
screens:
People start out with unbridled enthusiasm for the
The number of steps required to get to needed potential a CRM system holds. As people begin to use
information often requires the patience of a saint. If the system, they quickly determine whether their
reps have to click through numerous screens, or flip excitement was warranted. If it makes their job easier,
back and forth between records, you are dealing faster, and more fruitful, then it will be worth navigating
with a cumbersome system your reps will tire of the learning curves, and abiding by the confinements
quickly. inherent in software. If it doesn’t perform as ‘promised’,
then it will be abandoned faster than an iPhone 3.
III. Takes too long to enter data: VII. Can’t go beyond the basic features:
Does the system force reps to become data-entry Reps and managers can only get value from the features
junkies? Answer: Check them for finger-tip calluses. they actually use, and those that demonstrate an
If your system forces reps to enter more information increase in performance and productivity. If more
than what is needed for the task at hand, the system advanced (and value-added) features prove too difficult
is slowing them down. That is a ticket to frustration, to use, they will be stuck using the bare minimum of
and a motivation to update the résumé. capability by default. Bare-minimum capabilities are not
enough to provide a return on your CRM investment, nor
create any form of sales momentum in a positive direction.
IV. Get the full picture: VIII. Takes too long for the system to become engrained
in the sales process:
The information housed in a CRM system should be
gathered and projected into informative and If your CRM system forces reps to change the way they
enlightened views that convey not just raw data, but work in too many ways, they will consciously and
critical flashes of insight and inspired calls-to-action. purposefully resist it, and revert to their previous tried-and-
If reps have to pour through mundane histories and true methods. The longer that happens, the longer it will
notes to formulate which appropriate steps to take, take for the system to ever provide value for those it was
then your system is not only too slow, but extremely designed to assist, and the bigger the odds that the
counter-productive! system will eventually fail due to poor adoption.
Features and price are indeed important considerations. And they are the two considerations that are easiest for
vendors to differentiate by, and place on the front burners for ‘targeted’ focus. However, these factors will not matter
in the end if the system is rejected by the sales organization, and justifiably so. Whether or not that happens is dependent
primarily on the 8 buying considerations that define ease-of-use. Bells and whistles are one thing, but common sense,
efficiency, and practicality in CRM design parameters serve a far grander and certainly more lucrative purpose.
Author, Nancy Nardin is the foremost expert in sales productivity tools. As President of Smart Selling Tools, she consults with many of the top
sales productivity software vendors as well as end-user organizations looking to select the right tools. Nancy was voted one of “20 Women to
Watch in Sales Lead Management” for 2012 and Smart Selling Tools was awarded the silver medal as the Top Sales Resource Site for 2011.
Copyright © 2012 Smart Selling Tools www.smartsellingtools.com