How to Get Your Sales Team to Use the Hubspot CRM

September 30, 2020 4 min read

After spending all the time and effort to choose the HubSpot CRM and Sales Hub, the next step is critical: how do you get the sales team to adopt and use the platform?

It can be challenging getting an entire sales team to do anything together, especially when bringing in a CRM “from the marketing department”. Sales managers may only see HubSpot as a marketing tool, or be reluctant to try using yet another CRM when they’ve been unsuccessful with them in the past. When sales managers push back against a CRM, why should their sales reps find value in it?

More than ever, the sales industry is pivoting towards inbound outreach, social selling, and proactive prospecting to build better relationships with customers and leads to ultimately close more deals. Sales managers have to realize they need to help their reps migrate from the legacy approach to an inbound sales approach. 

That’s where the HubSpot CRM comes in. But often, the first roadblock is not knowing where to start.

What is preventing your sales teams from using HubSpot?

Before you can effectively implement the HubSpot Sales CRM into your sales team’s daily routine, it’s essential to identify the reasons why the transition to any new CRM has been bumpy in the past. 

In my experience, it boils down to one of the following issues, or a combination of a few:

  • There is no internal CRM owner to oversee proper training, implementation and ongoing usage.
  • Sales leaders aren’t using the CRM correctly themselves because they think it “doesn’t apply” to them.
  • Training doesn’t exist at all; users are expected to figure it out on their own.
  • The value of the software isn’t made clear, and users see little to no benefit of using or learning a new CRM.
  • Change is hard - users must learn to change, to be consistent, and to speak up about possible mistakes or errors in setup or everyday usage. 

4 steps to get your sales reps to use your HubSpot CRM

It starts at the top. If sales managers aren’t invested in the CRM, why should the sales reps be?

Managers need to demonstrate the value of the HubSpot Sales CRM to fully adopt the software, or partner with a HubSpot agency that specializes in Sales Enablement training. This intentional approach to HubSpot sales coaching sets a sustainable foundation for using the software within the entire organization.

Here are four action steps to take to set up your sales team for success using the HubSpot CRM.

1. Empower your HubSpot Champion

Designate a HubSpot point of contact within your organization—most likely someone in marketing who is familiar with the software and can guide and excite sales reps about the possibilities and tools available to them. 

The HubSpot Champion will also provide sales reps with the support they need to work through any challenges that come up and help them customize the CRM to their individual needs and goals.

2. Complete certifications and lessons

Learning how to use the tools correctly isn’t exactly “plug and play” within this CRM portal. BUT the good news is that’s where HubSpot shines, with its library of available certifications and product lessons. These free lessons come with video, transcripts, slides and more, to support all kinds of adult learning to be most effective and efficient when using HubSpot tools. 

Not sure where to begin? Start by reading “What is Inbound Sales?” to get a general understanding of the differences between the legacy approach and the new inbound approach to sales. 

Then, we recommend completing the following certifications and product lessons to truly understand the purpose and benefits of the HubSpot CRM to your sales team. And yes, we also mean sales managers and C-suite members.

HubSpot Sales Certification

HubSpot Product Lessons

3. Provide 1:1 sales enablement training

We are all about 1:1 Sales Enablement training. However, if you show up to a training session without having completed the certifications yet, you’re going to be lost.

Sales Enablement training requires the reps to complete the HubSpot Sales certifications first, and then requires them to use the platform to set up their sales tools independently. These include creating a meeting link, activating lead revisit notifications, and creating email templates among other tools that can help them close more sales faster.

Once everyone has done their homework, consider working with a HubSpot Solutions Partner agency that can provide 1:1 Sales Enablement training. This makes the sales team accountable to someone outside of the company who knows HubSpot well, can train others to use it, and has experience with sales to provide relevant guidance to the sales team.

Reviewing buyer Personas is Crucial

During the 1:1 training, review the rep’s current sales process and challenges, then help them review Ideal Customer Profiles and Buyer Personas, as well as their contact records.

This is the most important part of sales reps’ adoption of the HubSpot CRM.

With renewed familiarity of their buyer personas and ideal customer profiles, reps (or a partner agency) can then create a streamlined playbook that is effective and speaks directly to the best-fit lead’s pain points. 

By creating a proactive prospecting playbook specific to their ICPs and Buyer Personas, we can tailor their sales approach with email templates that are pre-built into the CRM. This is often the “Aha!” moment, when a sales rep sees just how valuable conversational emails can be to start a dialogue with leads and prospects when combined with a compelling call to action. 

When sales reps see how prospects and leads interact with their emails, the company website, and downloadable documents, they instantly understand the value of this software and are eager to get started.

4. Establish ongoing training and support

You’ve identified the HubSpot champion within your organization, the sales manager is fully immersed, and the sales reps are training to use the available tools, so now it’s time to include HubSpot features in your sales meeting.

Reporting in HubSpot can be created for an individual rep, an entire team, or even different departments based on the tracking metrics and KPIs you want to see. Reviewing reports in sales meetings helps to reinforce good habits, and weed out the lagging members of the team who need additional support or coaching to use the HubSpot CRM properly.

HubSpot is continually adding new sales tools like HubSpot Account Based Marketing and adding videos to one-to-one emails. These tools provide continual opportunities for growth, education, and refinement of the inbound sales methodology as sales reps get more comfortable with it.

The impact of the HubSpot CRM

A remarkable transformation takes place when your sales team actually uses and benefits from your HubSpot investment. 

Getting your sales team to use your new CRM is a big commitment, and the ripples of that dedication affect all other areas of your business. A shift in your sales team’s culture can cause your entire organization to think differently about how to solve customer problems and start helpful, human-based conversations with prospects and leads. Your sales team can finally start to accelerate their sales process, lean on your marketing team, and use HubSpot to close deals faster.

The knowledge and focus that makes you a better choice than your competitors becomes visible and obvious, quickly establishing you as a valuable online resource for your prospects and clients. It’s truly inspiring to watch this transformation take place as the team successfully transitions to this new CRM and new team culture.

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This post was originally published July 8, 2020