If you’ve read my previous two posts in this series, you know how I feel about a CRM. It’s the vital connecting grid that integrates all aspects of your company. I’ve shared the reasons why a CRM is essential to the success of your technology service business and the top 10 questions you need to ask to ensure your CRM provides optimum performance benefits.
By now, you have a basic understanding of what you should do with your CRM and why. So, let’s flip it around and look at four things you DON’T want to do.
1. Don’t Go Too Fast
After working you up into a ‘CRM or bust’ mind frame, it’s only fair that I throw out this yellow flag. Avoid trying to do too much, too soon. Start out small with sales team user groups acting as guinea pigs, testing everything from software to process. Slow and steady is better than having to go back to the starting line.
2. Don’t Assume You’re Ready
Just because you’re ready to go full-steam-ahead with CRM, doesn’t mean your team is. If your company is brand new to CRM, the first hurdle to overcome will be an acceptance of new practices. Be patient and avoid training sessions that feel overwhelming. Try small sessions in short bursts, and provide easy-to-follow, instructional material that can be kept for reference.
3. Don’t Neglect Reporting
Use the strong reporting features provided by a CRM to gain visibility into your progress. You can measure your team’s efforts and results, watch your sales cycle, and get into the habit of seeking out improvement opportunities.
4. Don’t Think Standalone (BONUS)
Your CRM will prove to be an incredibly valuable sales tool, and you’ll wonder what you ever did without it. But don’t miss out by stopping there. Make sure your CRM is integrated with all customer touch points, from service to billing and support. Not only will you recognize the benefits internally, but your clients will feel the difference.
There you have it—what experience has taught me about why you must have a CRM, along with basic dos and don’ts. There are many levels of details I didn’t dive into here, but the key message is simple. If your business is still buried under a stack of spreadsheets or you’re held back by the inefficiency of multiple information systems, a CRM will strengthen your service, satisfy your customers, and grow your company.