Choosing the best CRM software can yield a huge return on investment. However, with so many CRM platforms on the market, the search volume can be dizzying. To help eliminate decision fatigue, follow these simple steps to find the best CRM for your small business.
Step 1: Know your priorities and goals
You must first know why you need a CRM system. A CRM system can only help your business if you set clear goals. To help clarify goals, start with a business audit or gap analysis. Review annual business performance reports to identify areas for improvement and identify key goals with timeline markers. Business goals may vary from expanding product lines to increasing revenue to enhancing customer service. After you determine 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. Sales and marketing departments are usually the primary users of CRM software, however, every department should be involved in the decision-making process to make the system work seamlessly. Ask each team member what their needs are and how they think the software system can help them fulfill their responsibilities.
Step 3: Identify important characteristics
The sheer number of CRM features and tools can be overwhelming. Before you start your search, take control of the situation by listing what you’re looking for. For clarity, create a list of “must-have” features to narrow down your options. Build your checklist by compiling information gathered from team members along with your business goals and timeline markers. For example, if you use a CRM for marketing purposes, software with marketing automation, lead tracking, and data analysis capabilities may be on your must-have list.
Whatever your priorities are, make sure strong data security and customer support features are on your must-have list. Required software security features include two-factor authentication, encryption, and advanced user rights. Customer support features such as live chat and phone support will be crucial when questions or concerns arise.
Step 4: Consider different types of CRM
While all CRM systems are supposed to help you build better relationships with your customer base (hence the name), there is no one-size-fits-all system. CRM solutions can vary greatly depending on the functionality they focus on. The three main types of CRM are:
- cooperation: The main focus of collaborative CRM is to provide a seamless customer experience through all departments of the company. Collaborative CRM is ideal for large companies that have independent marketing, sales, and customer support teams that need help sharing real-time customer information.
- operate: Operational CRM simplifies the customer relationship process. For a comprehensive CRM solution, it is the best of the three. Operational CRM typically leverages three types of automation: sales force automation, marketing automation, and service automation. Automated responses help guide your customers throughout their journey from their first interaction on your website through your sales pipeline.
- Analysis: Digital platforms can easily collect vast amounts of customer data. However, if you don’t have a way to analyze this data, it will be wasted. Analytical CRM analyzes customer data to gain insights into their purchasing behavior and purchasing trends. Business owners can use these insights to create smarter marketing campaigns and enhance customer service.
Step 5: Create a budget
The cost of CRM software can fluctuate widely based on factors such as number of users, features, subscription base, and more. Prices range from $9 per user per month on the low end to $99 per user per month on the high end. Some companies do offer free versions of their software, but these are very limited in functionality, number of users, and storage capacity.
Another way to cut down on too many companies is to set a budget at the beginning that gives you search parameters. This will give you a clear cap and eliminate options that exceed your predetermined budget.
Step 6: Research the top CRM platforms
Once your search has been narrowed down to a few options, start researching them. There are some key factors you can use to determine whether a platform is right for your needs.
- user comment: Take the time to read user reviews of potential software on the list. Pay attention to the pros and cons listed in the review. This will give you a more honest version of your software than your company’s website.
- Reputation: Ask colleagues and other business owners about their CRM systems. Are they happy with this? Why or why not? Would they recommend it to people in your industry?
- Trade publications: Trade magazines and websites are always a great source of information on all things relevant to your industry. Spend a few hours researching any CRM software mentioned in any trade publication.
- Standalone software comparison: There are many well-known websites that have nothing to do with software companies that rate, compare, and contrast products for consumers. Forbes Advisor is one such website, and we have published a guide to the best CRM for small businesses for your reference.
Once you’ve narrowed your search to a software vendor, test it to make sure it’s a good fit for your company. Most CRM vendors offer free, fully functional trials of their products. Use this to ensure the system meets your business requirements and expectations.
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