The document outlines how to choose the right CRM software in three key steps: identifying your business needs, checking CRM features and tools, and testing the software through demos and trials. It highlights essential CRM functionalities such as contact management, marketing automation, and lead tracking, while also advising against common mistakes like neglecting user input and lacking a sales strategy. Additionally, it emphasizes the importance of aligning the chosen CRM with business goals and budget considerations.

1. "Instead of using technology to automate processes, think
about using technology to enhance human interaction"
--Tony Zambito
Choosing the
Right CRM
Software
Increase your sales with the right CRM
software
THE BUYER'S GUIDE
GUIDE HIGHLIGHTS
HOW TO CHOOSE CRM IN 3 STEPS?
WHAT FEATURES SHOULD YOU
LOOK FOR IN CRM SOFTWARE?
QUESTIONS TO ASK WHEN
CONSIDERING CRM SOFTWARE
MISTAKES TO AVOID WHEN
CHOOSING CRM

2. Step 1: Identify your needs
To find the right customer relationship management (CRM) software, identify your business
needs and consider your daily activities and sales processes. Highlight important steps and
types of customer interactions.
Start by listing out problems within your business that you want to solve to determine which
CRM features are helpful. Consult every team, including your sales and customer service teams,
about their experiences with customer data and customer relationships to understand how a
CRM can make their work more efficient and help improve sales.
A CRM system can help your business become more successful, but you need to first be clear
about your business goals.
Step 2: Check CRM features and tools
A CRM software should include contact management, marketing automation, and lead tracking
for monitoring marketing campaigns and sales activities. When comparing CRM companies,
consider the available features and how data-driven and customer-centric each one is. Find out
if it will save you money by integrating with your existing task management systems, marketing
automation solution providers, and other third-party software-as-a-service platforms that can
enhance the CRM's functionality and customization. Also check if the CRM’s tools and features
can grow with your company or if you can upgrade to a more advanced version, should your
business needs change in the future.
Also consider how these upgrades will fit into your budget. Knowing how much to pay for
upgrades, as well as the per month per user base cost, will determine if a CRM software is
within your budget.
To promote customer relationships and sales from the field, your team members need to access
customer information, monitor the sales pipeline, and perform end-to-end operations without
the aid of a desktop computer. For on-the-go sales, consider a potential CRM software’s mobile-
friendliness.
Step 3: Test drive the CRM
Before choosing a CRM, ask for a live demo session, where an agent shows you how the CRM
operates and answers your questions about the CRM system.
Opt for a free trial to test drive the CRM platform’s functionality and user experience. This trial
period enables your sales team and other team members to examine the CRM’s user-
friendliness as well as its effectiveness in tasks such as extracting customer information from
social media and reporting customer interactions.
Before buying a CRM or opting for a free version, make sure your team members approve of its
features and its user experience.
HOW TO CHOOSE CRM IN 3 STEPS?
CRM software was originally designed to help businesses build and maintain relationships with
new and existing customers. Since then, CRM software has evolved from a simple contact
management system into a robust tool that helps users manage sales, marketing, point-of-sale
(POS) transactions, accounting, vendors and other types of operational data all in one easily
accessible solution.
From a growth standpoint, CRM helps you find leads, follow up with prospects and nurture
them through the sales pipeline. CRM is also used to maintain customer loyalty by storing key
information to boost sales – for instance, by personalizing the experience and providing
excellent customer support.
Here is our guide on how to choose the right CRM software for your business.

3. CRM doesn't just keep your contacts organized – it offers a bevy of tools to help you boost sales
and execute more effective marketing campaigns.
Lead management and sales
Find new customers by automatically generating leads from various sources like social media,
website visitors, inbound calls, newsletter sign-ups and more. Follow up with leads
automatically with preset emails and tasks, or contact them directly yourself. CRM can nurture
prospects all the way through the sales pipeline, from lead generation to closing the sale.
Additionally, many CRM allow users to create and store sales quotes and track invoices.
Marketing
Many CRM solutions have built-in marketing tools, including email templates, email marketing
pipelines, SMS messaging and lightweight project management tools. Some even offer
competition tracking and sales forecasting capabilities.
E-commerce. Some high-level CRM software has built-in e-commerce functionality, while other
products allow for easy e-commerce integration, either by accessing the API or by using a third-
party service.
Reports/dashboards
Most CRM software includes some reporting functionality, and many of the higher end products
sport live, dynamic dashboards. Make sure any exporting or importing needs you have (for
instance, transferring information to and from Excel or QuickBooks) are compatible with a
system you choose.
Call center
Most low-cost CRM products do not have call center capabilities, but there are third-party
integrations available to link call center software with CRM software. However, if a call center is
central to your business, it may be worthwhile to adopt a CRM with full call center features.
[See Related Story: Best Call Centers and Answering Services for Businesses]
Workflows/approvals
Project management is an important aspect of any CRM. Most high-quality CRM have built-in
workflows and checkmark-style approvals that help with task management and organization.
However, the extent to which these project management tools are customizable varies from
product to product, so if you require a specific workflow step or approval process, make sure it
is achievable with the application you choose.
WHAT FEATURES SHOULD YOU LOOK FOR
IN CRM SOFTWARE?

4. QUESTIONS TO ASK WHEN CONSIDERING
CRM SOFTWARE
Is it built for small business?
What is the implementation process like and how much technical assistance is
included?
How easy is it to use? Can I easily train employees?
Are there any user minimums?
How easy is it to integrate with other solutions I already use?
What is the total cost of the software? Are there any setup or additional fees? What if
I need to add more users or integrations?
Is the API accessible?
What type of security features are built in to the application?
There are many different types of CRM software available, so choosing the right one is key to
making it work for your business. Here's what small business owners advise asking potential
vendors:
How much does CRM cost?
The cost of CRM software varies greatly. Vendors typically use a
subscription-based pricing model. Pricing depends on several
factors, such as the number of users and the types of features
available.
Generally, you pay a set per-user, per-month fee. Some vendors
charge a flat monthly fee for a set number of users, but you may
find that in order to support the number of users you need (and the
features you want), you need to buy a more expensive plan, or there
can be additional fees for things like additional users. Pricing can
range from $10 per user, per month to thousands of dollars per
month, depending on your business's needs.
Don't have a budget for CRM software? Or maybe you're not sure
that CRM software is right for your business, but you're curious to
see what it has offer. Many vendors offer free trials of their software.
There are also free versions of popular CRM software; some are full-
featured but limit the number of users or records, while others offer
only the bare minimum capabilities.

5. These are common mistakes to avoid when choosing a CRM system:
Not involving CRM users
Some companies only consult executives when choosing a CRM. But you need to involve the
actual users of the CRM. This may include your sales team and anyone who deals with customer
data. Find out their needs and the features they need to increase the efficiency of sales
operations and related tasks.
Ignoring business needs
Another common mistake businesses make is buying a CRM without first examining their
needs and what they want to achieve by using a CRM. You need to establish your expectations,
as it will help you when comparing CRM software.
For example, for many companies, sales activities and customer interactions are primarily
digital. Customers expect to connect with businesses over social media. Choosing a CRM that
limits social media integrations can mean fewer interactions with your customers. Instead,
you’ll want a CRM that pulls data from social media websites and uses AI to better identify
leads.
Implementing a CRM without a Sales Strategy
Some CRM companies claim to increase customer retention and sales automatically. However,
a CRM can only help your business grow when there’s an existing strategy for customer
acquisition and retention.
Before buying a CRM, you should already have target customers and a sales strategy. Then you
can make sure the CRM system you’re considering has the necessary tools to implement your
strategy and connect with these potential clients.
Believing a high price equals a better fit
Some believe that an expensive CRM is required to promote business growth. Instead, consider
how well a CRM software’s features will cater to your specific needs, and be cautious about
paying for features that you don't currently need. Keep in mind that a business needs a clear
strategy and employee training on using the CRM to achieve company goals for a CRM to be
effective.
MISTAKES TO AVOID WHEN CHOOSING CRM

6. For more exclusiove CRM advice and resources visit our website or
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