Business leaders often get started on a CRM project, choose the solution with the most bells and whistles, follow directions to a T, and then wonder why they’re met with lackluster results.  

They’re falling prey to one of CRM’s greatest pitfalls: lack of training after implementation. 

While it may seem like launching CRM is the hard part, the real challenge lies in effectively training your team for long-lasting adoption. Even experienced sales professionals can take up to six months to proficiently use CRM. What about training new team members?   

The real work begins with providing your team with the tools they need for success. That’s why I recommend ongoing training be built into your plan, especially in the first 90 days post-launch.  

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Consistently communicate the change, train employees on the system, and address resistance to ensure a smooth transition. Here are some common mistakes: 

Not Prioritizing Training with Affected Team Members 

The success of CRM often depends on how well your team understands and uses it daily. Your CEO for CRM should select a group of “Super Users” — from sales to customer support and marketing — to lead by example and act as a bridge between executives and employees. They know the daily workflows and can highlight the CRM’s impact across the company. Getting key team members on board throughout the entire process (from selection to post-launch) means the system will have buy-in even before you hit go.  

Not Making Training Relevant and Engaging 

Customize training sessions around a “Day-in-the-Life” script by role to maximize adoption, showing how CRM fits into each person’s tasks. The script keeps training on track because it follows your company’s story, how you interact with the systems you have today, your workforce makeup (remote, mobile workers, personas), and the needs of various departments.  

Incorporate gamification in your training to make learning fun and interactive. Gamification is simply turning non-game activities like education and training into precisely what it sounds like — a game. For instance, learning new features and uses of CRM can unlock next levels or collect rewards, points, badges, and earn spots on a leaderboard. 

Not Following Up with Post-Launch Training 

The fastest route to CRM failure is thinking the work is done after launch. This is when the work is getting started, namely post-implementation training. CRM training shouldn’t end after launch. Hold follow-up sessions biweekly for the first few months, then schedule regular check-ins to ensure continued improvement and troubleshoot emerging issues.  

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You may discover situations that arise post-implementation. These can include issues with how the team communicates with each other, how leadership handles error management or necessary role-specific training. Follow-up sessions allow these issues to be addressed and alleviated sooner rather than later. 

Failing to Explain the “Why” and Address Fears 

A CRM isn’t just a tracking tool; it’s a system for better collaboration and decision-making. During training, make sure your team understands that CRM enhances the customer experience across your organization. Don’t forget to stress how a properly used CRM can be a salesperson’s competitive edge, providing targeted data about a customer’s wants and needs.  

I like to emphasize an often-overlooked fact: They are already doing the work — tracking data manually. Why not use CRM to make their lives easier?  

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Most importantly, if this is a second (or third) attempt at CRM, clearly communicate what was learned from the previous failed attempt and what will be different this time. In your second CRM round, you may have to sell the idea to professionals who are already disenchanted. Take time to quiet their fears and address concerns.   

Not Embracing Individual Coaching Sessions 

In the months following implementation, coaching remains just as critical to change management as it did in the initial stages. Why? Because changing habits is something that needs to happen over time. Just as training your team is critical to CRM success, so is the individual’s understanding of the program. You may have team members who need additional feedback and training on how to use the system effectively.

Encourage managers to incorporate CRM coaching directly into their standard operating procedures. I recommend scheduling one-on-one coaching sessions before kickoff and continuing periodically as a refresher to address any concerns. This helps keep the system aligned with changing team needs and new workflows, fostering a mindset of continuous improvement. 

You’re never going to stop working on your CRM. By fostering a culture of continuous learning, reinforced with regular coaching sessions, you’ll build a solid foundation for CRM success.