With the new year upon us, businesses and individuals alike are setting goals and making action plans for the year. If you are like any of the companies we work with, your client management process may be one of the main issues you are trying to address. We all have good intentions of remembering the details, but maybe, like us, you've caught yourself wondering, "Was this the client looking for a new unit this summer?" or "When did I promise to call them back?". We know you value maintaining relationships with your clients. After all, they keep your business going, but maybe your business has grown, or it's just an area you want to improve. We recommend you keep these three elements in mind when you are choosing a CRM to help you stay on top of client relationships.
“CRM”, “ERP”, “KPI”, “PPC”, “SEO”. We seem to be continuously bombarded with TLAs (Three Letter Acronyms). But what exactly is a CRM, and how is it significant to your business?
CRM stands for “Customer Relationship Management” and covers the strategic approach to managing customer interactions and data. The goal of CRM is to improve customer experiences, which can lead to increased customer loyalty and profitability. Typically, a CRM is software used to support relationship management.
Essential Elements of an Effective CRM
Different CRM Software options provide different features, so what works for one company might not work for another. Regardless, your CRM software should do three things for your business. It should help you Capture, Nurture, and Close - transforming your leads into your raving fans who keep coming back. Let's explore these three components and features that your software may be able to help you with. Remember, make a list specifically for your business operations and then hunt for a software that checks all the boxes – not the other way around.
Not everyone who comes across your company will be ready to buy today, but that doesn’t mean they aren’t a valuable lead for your company. Capturing your leads becomes essential because it gives you a point of contact and initial interaction. It allows you to follow up down the road and nurture your relationship.
The right CRM system should help you:
Capture leads through custom forms or surveys
Create and track new leads from multiple sources
Store important contact details and interactions
Organize your prospects and clients effectively
Make it easy to input information quickly
Track where your leads are coming from
Having a list of contacts only provides value when you actively engage with that list. A good CRM software will give you the tools to simplify the administrative burden of customer engagement so you can focus on building meaningful relationships. Start the conversation by delivering valuable information and keep it going to determine and share your solution to their needs. Nurturing client relationships is essential to guide them through their journey from capture to close.
Look for features that help you:
Keep track of conversations and important details
Set follow-up reminders
Integrate with other communication sources
Launch and track email campaigns
Track important dates and touchpoints
Note personal details that help build relationships
Segment your contacts for targeted communication
Monitor engagement levels
This is the exciting part - turning all your hard work into a done deal. A good CRM helps make closing smoother by taking care of the details. Instead of stressing about the little things, you can focus on delivering value to your client. After all, this is what we've been working towards - turning great conversations into successful partnerships.
Your CRM should help you:
Schedule appointments efficiently
Send documents for digital signatures
Process payments when needed
Send automated customer communication
Store and organize client agreements
Track your success metrics
Analyze your conversion rates
Evaluating Your CRM Options
When weighing CRM options for your business, it is also essential to consider these key factors:
If your CRM feels like it requires a PhD to figure out, it's probably not the right fit. Your software should simplify your day, not leave you more confused. Look for an interface that's intuitive and user-friendly so you can focus on building relationships, not decoding complex features. Even better, find a CRM that works seamlessly with your existing workflows and has accessible and effective onboarding and support.
You've already been communicating with clients through various channels - email, phone, social media, and maybe even the occasional carrier pigeon. Your CRM should make it easier to manage these interactions, not add an extra layer of complexity. Look for a system that integrates seamlessly with your existing tools, whether it's syncing with your calendar to schedule appointments, aggregating your emails for a complete communication history, or even integrating with your invoicing software for a full view of the customer lifecycle. The right integrations make your CRM the central hub for all customer interactions, saving you time and hassle.
The software support that your business will need is completely different than what another company may need. Features listed above may not be relevant to you, or they may be other features that are essential to your operation. When choosing your CRM, it has to fit your company - offering the services you need at a price point you can afford. Furthermore, making it harder for you to choose, your CRM Software needs to be able to support your company as it grows and adapts to the people you serve. Choose a CRM that can grow with you, adding features and capabilities as you need them without forcing you to switch platforms later.
So Now What?
Your client relationships are too valuable to manage through memory alone. Whether you're just starting to explore CRM options or ready to make a change, the key is finding a solution that fits your business's unique needs. Start by listing your must-have features and scheduling demos with providers who align with your requirements.
Why not start by booking a free, no-obligation discovery call with our team at Easyleads to see if we check all your boxes? We’ll help you identify your CRM system needs and show you how we support your business’ customer management.
Remember, a CRM is an investment in your business's future. The right system will help you build stronger client relationships, close more deals, and grow your business with confidence. Are you ready to take the next step?
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