The return on investment for choosing the best CRM software can be huge. However, with so many CRM platforms on the market, the search can be overwhelming. To combat decision fatigue, follow these simple steps to find the best CRM for your small business.
Step 1: Know your priorities and goals
It is essential to know why you need a CRM system in the first place. A CRM system will only help your business if you outline clear goals. Start with an operational audit or gap analysis to clarify your goals. Review annual performance reports to find areas for improvement and identify key goals with timeline markers. Business goals can range from expanding product lines to increasing revenue to enhancing customer service. Once you've identified your business goals, consider how a CRM system can help you achieve those goals.
Step 2: Find your team members' needs
It is important to identify exactly who will be using the system and why. Typically, the primary users of CRM software are sales and marketing departments, but for the system to work seamlessly, all departments must participate in the decision-making process. Ask each team member what their needs are and how they think the software system will help them do their jobs.
Step 3: Determine important features
The sheer volume of CRM features and tools can be overwhelming. Before you start your search, take control by making a list of what you're looking for. For clarity, narrow down your options by creating a “must-have” feature list. Create a list of information gathered from team members and business goals and timeline markers. For example, if he uses a CRM for marketing purposes, software with marketing automation, lead tracking, and data analysis may be on his must-have list.
No matter what your focus is, make sure robust data security and customer support features are on your must-have list. Required software security features are two-factor authentication, encryption, and advanced user privileges. Customer support features such as live chat and phone support are invaluable when questions or concerns arise.
Step 4: Consider different types of CRMs
All CRM systems are supposed to help you build better relationships with your customer base (hence the name), but no one system is one-size-fits-all. CRM solutions vary widely depending on the functionality they focus on. There are three main types of CRM:
- Cooperative: The main focus of collaborative CRM is to provide a seamless customer experience across different departments of a company. Collaborative CRMs are ideal for large companies where marketing, sales, and customer support teams are not working together and need to share real-time customer information.
- Operation: Operational CRM streamlines customer-facing processes. As a comprehensive CRM solution, it is the best of the three. Operational CRMs typically leverage three automation capabilities: sales force automation, marketing automation, and service automation. Autoresponders help guide your customers through their journey from their first interaction on your website to the sales pipeline.
- analysis: Digital platforms make it easy to collect large amounts of customer data. However, without a way to analyze it, that data is wasted. Analytics CRM analyzes customer data and provides deep insights into customer buying behavior and buying trends. Business owners can use these insights to create smarter marketing campaigns and enhance customer service.
Step 5: Create a budget
CRM software costs vary widely based on number of users, features, subscription base, and more. Prices range from $9 per month per user on the low end to $99 per month per user on the high end. Some companies offer free versions of their software, but they are very limited in functionality, number of users, and storage space.
Another way to narrow down a large number of companies is to first set a budget and specify search parameters. This sets a clear ceiling and eliminates options that exceed your pre-determined budget.
Step 6: Research major CRM platforms
Once you've narrowed your search down to a few options, it's time to start researching those options. There are several key points you can use to determine if a platform is right for your needs.
- user review: Take the time to read user reviews of the potential software on your list. Pay attention to what advantages and disadvantages are mentioned in the reviews. This provides a more accurate version of the software than the company's website.
- Reviews: Ask colleagues and other business owners about CRM systems. are they happy with it? Why or why not? Would you recommend it to someone in your industry?
- Industry publications: Trade magazines and websites are a great source of all information about your industry. Spend several hours researching mentions of CRM software in industry publications.
- Comparison of independent software: There are many reputable websites that rate, compare, and contrast products for consumers that are not affiliated with software companies. Forbes Advisor is one such website that publishes a guide to the best CRM for small and medium-sized businesses for your reference.
Once you've narrowed down your search to one software provider, test it to make sure it will work for your company. Most CRM vendors offer free trials of all features of their products. Use this to ensure your systems meet your business requirements and expectations.
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