More and more CRM solutions are being developed. Developers are competing to create more facilities, to diversify platforms with modern technologies and to optimise costs. Is there an ideal CRM and can we depend on this tool for our sales success and business development?
Research shows that more than 70 per cent of sales opportunities acquired do not end in a signed contract. Why? Well, sometimes, both large and small companies still only use emails and Excel sheets, which prevents them from growing in the market. Even the smallest company will sometimes forget about one or the other customer for whom a sales conversation could have continued or a new offer could have been made.
What should a simple CRM system for a small company contain?
The main feature of a CRM for a small company should be its ease of use. It is important that the tool can be implemented quickly. The CRM must also be uncomplicated in learning how to use it and how to use it. It is also crucial that the system is accessible on various devices – from the PC to the tablet and phone. This will make the tool easier to use for all employees, regardless of the type of work they do.
The CRM should have the option to connect with other sales channels and departments within the company to maintain a smooth flow of information and insight into customer history. In addition, it is recommended that a CRM system for the company should allow for the monitoring of the history of all activities and the automatic generation of offers, as well as the import and export of data to/from Excel, Word and PDF.
Although sales management tools may be associated with solutions for large companies, it turns out that even businesses with just a few employees are choosing to implement a simple CRM system.
A tool that grows with you
Defaqto Research shows that more than 55% of consumers are willing to pay more for a better customer experience. This is not at all surprising. The better we know our audience’s needs and expectations, the easier it is to tailor an offer to their expectations and make a sale. After all, a satisfied customer is an opportunity for new projects and business growth. However, everything depends on choosing the right tool and implementing it under the guidance of a specialist.
CRM system for the company and sales processes
The sales management process consists of many activities. These include maintaining a customer database, recording telephone calls and meetings, monitoring sales progress or automating the preparation of offers and contracts, and analysing reports. The pace of change we see in business relationships is dynamic, and potential customers have increasingly high expectations… Regardless of the company’s size, it is worth orienting ourselves to modern tools such as CRM. Otherwise, we will let ourselves be overtaken by the competition.
How do you choose a CRM system for a small business?
Choosing a CRM provider for a small business can be a daunting task, but 7 key tips can help you make the right decision.
- Identify your business goals – before you start looking for a CRM provider, you must determine what you want to achieve by implementing the system. For example, is the goal to increase sales, improve customer service or make your team more efficient? Or perhaps something else? Identifying your goals will make it easier to find a supplier that meets your company’s requirements;
- Conduct market research – do some industry research and scope out the market to find out the available options. It is a good idea to analyze the features offered by different suppliers and compare their prices and check reviews;
- Set a budget – before looking for a CRM provider, you should set a budget. Knowing how much you can spend on a CRM system is important. The cost of implementing the technology should be within the company’s financial reach;
- Checking integration – the CRM provider should offer the ability to integrate its solution with systems that are already in use within the company;
- Evaluate ease of use – it is worth selecting vendors that offer tools that are easy and intuitive to use. This will ensure that the team can use the system quickly and efficiently;
- Availability of technical support – before selecting a supplier, make sure that it offers adequate technical support. It is therefore advisable to verify what support channels are available and what hours contact is possible;
- Test before purchase – some providers offer free trial versions of their systems. It is worth trying out several tools and comparing their performance.
How to prepare a small company for a CRM system implementation?
Implementing a CRM system in a small company requires proper preparation, organization and coordination. Thus, implementing the platform can significantly improve the company’s efficiency and results.
Before introducing the tool into the organization, it is worth sorting out customer data from various sources, such as:
- spreadsheets;
- e-mail programs;
- manually maintained customer charts.
Ensure that the information is up-to-date and correct.
It is also important to properly prepare the staff responsible for implementing and managing the system. Depending on the company’s size, this team may consist of one or more people. They should be competent in coordinating the implementation and verifying the effects resulting from the implementation. It is also worth training the entire team so that everyone is fully aware of how to use the system and the benefits it will bring to the company.
The CRM system should be implemented step by step. First, it is recommended to take the time to introduce the basic functions. Then, the focus can be on gradually expanding the platform with further modules and advanced technologies.
Monitoring the effects of CRM system implementation for a small company
Monitoring the results of a small business CRM implementation’s results is very important. It allows you to verify whether the platform is working properly and delivering the expected benefits. There are several effective ways to monitor the effects of a CRM implementation:
- Report generation – CRM offers several report generation capabilities to track key business metrics and indicators. This makes it easy to monitor progress and results post-implementation, such as conversion rate, number of orders, customer service time, etc.
- User data monitoring – CRM allows you to track user activities, such as the number of phone calls or calls or emails sent. This information allows you to verify which activities bring the most benefit and which ones need improvement;
- Data quality analysis – a key aspect of CRM effectiveness is the data storage quality. We are talking here about measuring their completeness, timeliness or correctness. This will enable better use of the CRM tool;
- Conduct surveys – conducting regular customer and employee surveys is a good idea. The aim is to collect their opinions on the quality of service and the benefits of implementing CRM. This allows you to respond quickly to customer needs and improve your operations.
Monitoring the effects of CRM implementation involves tracking various factors and allows you to control your business processes better and make accurate decisions based on the available data.
Summary
The implementation of CRM in a company must be a well-thought-out activity. According to good implementation practices, introducing technology into an organization should be preceded by a review of the company’s objectives, market research, determination of the investment budget, analysis of the supplier’s capabilities and references, and a test of the technology. It is also important to prepare the company’s employees for the changes properly and monitor the implementation’s effects. This will enable you to control processes and make the best business decisions.
