Using a Customer Relationship Management tool (CRM) is extremely beneficial, allowing you to manage, track, and analyze interactions with your customers. When used correctly, they nurture the customer relationship, aid in customer retention, and drive sales. But with all of the options on the market, how do you know which CRM is right for your business?
Make a List of “Musts”
Yes, you could get a CRM with all of the bells and whistles, but it will cost you a pretty penny. Instead, write down the aspects you know you need out of your CRM. Is your company more focused on tracking person-to-person activities (phone calls, meetings, proposals), on inbound lead generation, or both?
There are a number of fine CRM systems available. Remember that your sales team is going to be responsible for “feeding” the system. If the CRM system requires lots of information that is “nice to know” as opposed to “must know”, it can easily fatigue your team, and will not be used properly, meaning it won’t provide you with good information.
Know Your Budget
Once you know what you must have from a CRM, start searching for ones that fall within your predetermined budget. If there are several that fit your needs and your wallet, you can jump into the next step. If not, go back and list your “Musts” from most to least important. Are one or two of your least important “must” features truly a “must,” or can these be discarded from your list in order to find a system that’s within budget?
Review Layout and Usability
Everyone’s preferences are a little different. Some people may prefer one layout and workflow, while others prefer something completely different. Dig around on the website, watch a demo video, and read the reviews to see what other people say about the platform. Your prospective supplier may even offer a free trial.
We use a CRM called Hatchbuck for the majority of our clients. We did all the heavy lifting in terms of research to find a platform that has plenty of great features, that doesn’t break the bank. Hatchbuck has a well-designed email marketing feature that allows users to build emails and track potential and current customer’s interactions with those emails and the company’s website. It also makes it easy for your sales team to simplify their process, automate alerts, and stay on task.
If you want to learn more about Hatchbuck, give us a call. We are a Hatchbuck Partner, meaning we’ve been trained to know the ins-and-outs of the system and how to best put it to use for you.