Abstract
The growth of CRM technology has changed the way firms conduct business with customers and prospects. Though CRM creates efficiencies and opportunities in the sales process, sales professionals do not fully utilise CRM technology due to lack of: 1) investment in training; 2) interest in learning a new system; 3) acceptance of new technology. This article discusses why sales professional resist or do not fully utilise CRM technology and explores the insights that self-directed learning (SDL) may provide into facilitating salespeople to fully utilise CRM technology.
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