Well, your business is making all the right moves and you’re upbeat about scaling to reach far and wide. That’s a ‘momentum’ for any business’ in the growth trajectory. But, piling up excel sheets to maintain customer lists and relations become a tedious task, right? Here where you need to make some smart moves.
A sales CRM will be of immense help to you to organize customer relationships with much lesser efforts. Mind you, right moves at the right times leveraging the technological advancements around makes the difference. In fact, it is the common thread among all the big success stories.
Choosing the right CRM becomes all the more important these days as CRMs increasingly become diverse. Let’s examine how to choose the best sales CRM for your business now.
Identify your business needs
Before choosing a CRM, you have to identify your business needs, current as well as future, clearly.
At least, it should be clear to you whether the sales CRM for managing customer relations only or to build the sales process as well. Because, the additional features cost you extra, if not used, extra features amount goes waste.
If it is for sales process management, you need most of the features so as to make most out of a CRM.
Ease of use
A CRM is used by a variety of people in the organization: sales executives, call center agents and customer support teams besides the managers and CXOs.
Hence, it should be easy to use. Particularly, it shouldn’t require any technical expertise to use it, as people from sales and other fields are not really good at technology.
The easier it is to use the better the performance of the people who use it. So, ease of use should be given due preference while choosing a CRM.
Flexibility to customize
The workflow, reporting structures and hierarchies are different for different industries.
CRM with fixed patterns may not be of much use for you. So, you should see to it that the CRM is flexible enough to customize.
These days many CRMs offer easy customization of entire workflow, reporting and the view of the dashboard as easily as with few clicks or with drag and drop option.
Any such CRM will be the best choice and wouldn’t hamper any future changes in the structures of the organization.
In a structured workflow environment, due oversight by the reporting heads and managers is necessary for effective functioning and to ensure time bound deliveries.
Any unattended task and query need to be looked into and appropriate actions needs to be taken as a priority. Likewise, every reporting manager need to know what all the subordinates are up to so as to optimally utilize the sources for higher production.
A CRM which provides for hierarchy-wise monitoring of all the resources is imperative for organizations. Hence, CRM should have adequate oversight mechanisms inbuilt.
Workflows and approvals
One of the main functions of a CRM is to ensure a smooth workflow.
From the moment a lead lands on the CRM, distributing it to the right agent, reaching out to nurture on the appropriate channel and finally, to sign the deal, the CRM should ensure that it’s a smooth run.
As the lead stages change, due approvals for subsequent actions may require. CRM should have intuitive mechanisms for such approvals on the go.
Multi-channel communications and recordings
Customer engagement is the core function of CRM. Even lead ought to be reached out continuously to convert.
A CRM equipped with inbuilt multi-channel communications help you to make the customer engagement easier than ever.
It should also have a provision for recording calls, messages and all kinds of interactions with the leads and customers to categorize the leads and to take up re-marketing, etc.
CRM with inbuilt SMS, Email, and Voice communications is a must.
No limitations on scalability
As an organization, you keep on growing. In fact, that’s one of the main motto of any business. So, your choice of a particular CRM should keep this aspect in mind.
CRMs with easy and unconditional scalability should be your priority. Switching CRM and customer data amidst the growth will have serious repercussions on entire operations.
So scalability should be a prime reason to choose a CRM.
Reports and analytics
Monitoring the campaigns on different marketing channels and ROI as well as different sales and call center agents’ performance is compulsory for any organization.
For the purpose, a variety of reports based on the choicest parameters are required. So, CRM should be capable of providing on-demand, comprehensive reports and deep analytics as well.
One of the critical components of any CRM includes easy integration.
As part of marketing and sales operations, you may use different tools from ticketing to optimization. You may also use different lead generation tools.
All of the needs to be integrated into CRM. If a CRM couldn’t provide for integrations, it is of no use. So, one should look for easy integration options in a CRM as well.
Sales is a field job with a robust network of field sales executives. Regular meetings with the clients, and instant access to inventory for the latest stocks, etc. need to felicitated on-the-go.
Alerts about scheduled interviews and calls need to be notified to the sales team in advance wherever they are. So, a mobile application for the CRM with all the features including the instant contact and lead status updating is imperative for the team spread over different locations.
So, CRM should also have a Mobile Application or mobile CRM.