Running is a difficult task. Nearly 70% of all businesses fail by year 10, the odds aren’t in your favor. It is important to use all available tools at your disposal, and few of the tools available to you are as valuable as a CRM.
First, the basics, CRM software stands for customer relationship management. CRM helps you organize your contacts, leads and opportunities that help you grow your business. It makes sense that the most valuable data that your company has are the leads, opportunities and deals that will bring your business revenue. Since you're most valuable information and so much of your company’s potential revenue is managed by your CRM choosing the correct one is one of the most important decisions you're going to make.
Managing your contacts, leads, and opportunities can be a complicated task, especially because your business is unique, so let’s cover what your CRM should actually do. The first aspect you should think about is contact management. You’re going to want to make sure that your CRM allows you to store detailed info about your customers, and since your business is unique being able to customize what contact fields you track. The needs of a solar company are going to be different than that of an IT or Marketing Company, so having a CRM that can be adapted to your business really helps.
Once you have your contacts input into your CRM, having those contacts organized in a meaningful way is very important. You’ll want to be able to create and assign these contacts to companies, opportunities and create tasks to help you close more business. With each point of data you track and store, you should have an end goal of being able to close more deals and generate more revenue for your business.
Along with tracking data points, a good CRM will also help you manage the relationship with your clients and prospects. Everyone knows that successful relationships require communication, so you’re going to want to be able to communicate within your CRM, both with your team as well as the prospect or client. You’ll want to be able to make outbound emails, texts and calls through your CRM easily so that you and your sales team can manage and track activity as well as how the relationship is going.
Often times, a CRM will have additional tools or a focus that helps to meet certain needs. For example, Salesiety is a CRM and sales enablement tool. This is ideal for managers and teams of salespeople who need to track leads and opportunities as they come into a business. Sales enablement helps to provide a sales team with the info, content, and tools to help salespeople sell more effectively. This means that there are features that help the sales team to have all of the relevant data they need to close deals at the tip of their fingers. Instead of having to use outside tools or additional programs your sales team can access and track everything they need directly inside of the Salesiety app.
Other types of CRMs including marketing CRM, conversation CRM and solely contact CRM. Marketing CRM has marketing specific features, typically email marketing and digital marketing tools that can help with the management of leads once they are in the CRM. Conversation CRM helps to track conversations within typically email inboxes. Contact CRM is typically only built to track contact data and nothing more. With the huge availability of marketing automation tools and the increased advances in native advertising, we’ve taken the stance that CRM should help you actually close the leads that you have coming in. You’ll want to choose the CRM that helps you achieve the goals you have set for your business.
Not only is it important to know what you should be looking for, but you should also know what to avoid when you’re picking your CRM. Sales teams can be difficult to manage, and if you’ve ever tried implementing new technology or processes in your business you know just how challenging it can be to get buy-in from your team.
You’ll want to avoid cumbersome programs that are difficult to use and navigate. Many times CRMs have certifications involved with use, and just learning how to use all of the bloated features takes a tremendous amount of time. Ease of use is so important. Even if your CRM could close deals automatically, if it was so difficult to use that no one used it, it would be worthless to your business.
Consider how your employees work and what the future landscape of work will look like in your industry. Even over the past few years, work is dramatically changing. Employees, especially sales teams and sales reps are working on the go or even from home. With the remote autonomy that highly sought after employees regularly want, having a CRM that is mobile is more important than ever. If you need a desktop computer to run the CRM you’re in trouble. Having a CRM that requires your sales team to return to the office or be tied to a desk definitely hurts your company, so make sure it is made to work on the go.
You’re also going to want to avoid difficult and complicated fee structures. Many times CRM that are free to try and use are very expensive once you begin using premium features. Falling for the bait and switch can be costly, especially if you decide to change CRMs because of cost savings. Salesiety has simple pricing and enterprise level features for prices that make small businesses happy.
Most sales cycles mirror real-life relationships. Just like you don’t walk up to strangers and ask them to marry you, you don’t expect that you’re going to close most business on the first call and contact. Keep track of your clients with the right CRM and walk them through your sales funnel so that you can close more business. Give Salesiety CRM & Sales Enablement a try today, it is free to download.