We all know the CRM is the source of truth, the North Star of all things sales. But here’s the deal: if your reps aren’t putting the right info in there, it’s basically a glorified address book. And let’s be honest, nobody has time to play Sherlock Holmes when it comes to figuring out why a deal didn’t go through or why an account got returned.
So, how do you get your reps to actually enter the right data, like return reasons, without making them feel like they’re doing extra work. Here’s how you can finesse it.
1. Make it simple
Your CRM shouldn’t look like a NASA control panel. The easier you make it for reps to enter info, the more likely they’ll do it. Streamline your fields, focus on the essentials, and ditch the fluff. For return reasons, have a dropdown with clear, specific options. Reps don’t want to type out a novel—they just want to select a reason and move on to the next call.
Some practical return reasons might include:
- Duplicate: The account already exists, data needs to be merged with another object.
- Get back to me: Currently under contract with a competitor, new budget coming, other timing reasons.
- No ICP fit: Could be the wrong industry, not the right company size or stage.
- No relevant contact: No one in the role of the personas you target.
Bonus content: check out this read, to empower your reps and improve CRM data with structured account returns through Gradient Works.
2. Show them the why behind the what
Sales reps are like anyone else—they need to know why something matters. If they see CRM input as busywork, guess what? They’ll treat it as such. Educate them on how return reasons (or any other data) impact the bigger picture—like product improvements, customer retention strategies, or even their own commission structure. Connect the dots between their CRM input and real-world results.
For example, understanding that a product is consistently being returned due to product misfit can alert your product team to make necessary adjustments, or it might lead to better sales enablement resources to help reps position the product more effectively.
3. Gamify the process
Let’s be real—salespeople are competitive by nature. Why not capitalize on that? Create a leaderboard for CRM accuracy or a monthly prize for the rep who enters the most complete data. It’s amazing what a little competition can do to get people invested in the process.
You could even tie bonuses to data quality. For example, reps could earn a bonus if the data they enter leads to a sale down the line, or if a clear return reason helps the product team fix an issue.
4. Integrate CRM into their daily flow
If your CRM is a separate tab that reps only open once a day, you’re in trouble.Integrate it into the tools they already use—whether that’s Slack, their email, or their phone system. The more seamless the integration, the more likely they are to keep it updated.
5. Lead by example
As a sales leader, your CRM game needs to be tight. Reps take their cues from you. If they see you religiously updating the CRM and stressing its importance, they’ll follow suit. Make sure your leadership team is aligned on this as well. A little peer pressure goes a long way.
6. Review and refine regularly
The data your reps enter is only as good as the system it’s in. Regularly review the CRM fields and ask for feedback from your team. Maybe there’s a return reason that’s not relevant anymore, or perhaps there’s a new one that needs to be added. Keep the CRM dynamic and responsive to what’s actually happening in the field.
Some additional reasons that might be useful could be:
- Not interested: The prospect said no.
- Out of business: The company shut down or was acquired.
- Bad data: Contact info or company details are incorrect.
- Retrieval: An automatic return due to RoE criteria.
7. Set clear rules of engagement post-return
After an account is returned or a deal is marked as lost, the story isn’t necessarily over. Set clear rules of engagement for your reps to follow. For example, should they re-engage with the prospect in three months to see if circumstances have changed? Should the account be passed to a different team for nurturing? Make sure these follow-up actions are documented in the CRM too.
Having a playbook for post-return actions ensures that no potential opportunities slip through the cracks and that every return is seen as a chance to learn and potentially win back business down the line.
8. Praise and recognize
Positive reinforcement works. When you see reps entering solid data, call it out. Give shoutouts in team meetings or send a quick Slack message. It’s easy to focus on what’s not working, but don’t forget to acknowledge when someone nails it. Over time, this kind of recognition will build a culture where accurate CRM data entry is the norm.
Bottom line
Getting reps to input the right information in the CRM, like return reasons, isn’t rocket science—but it does take some intentionality. Simplify the process, show them the impact, make it a game, and integrate it into their workflow. Most importantly, lead by example and give praise where it’s due. You do this, and your CRM will go from being that neglected database to the engine that drives your team’s success.
So, next time you find yourself wondering why a deal went sideways, you won’t have to guess. The answer will be right there, in black and white—or, you know, whatever color your CRM theme is.
