Nick Pirroke, VP of sales and marketing for Steeltime, Inc., recently invested over $250,000 in a customer relationship management (CRM) system. He has a problem, however. His 10 salespeople either do not know how to use the system or simply do not want to use it. The CRM system was to be used to move prospects through Steeltimes’s sales cycle more efficiently and improve the level of customer satisfaction. When the system was introduced seven months ago, the sales and marketing staff embarked on extensive training to learn the system. Given this, Pirrone feels that his salespeople have the knowledge to use the system, but that they are simply ignoring his wishes and choosing not to do so. How can Pirroke convince his salespeople that the CRM system can actually benefit them? How can he motivate them to start using the system?