Owning a CRM is easy — using it properly is another story.
As you probably already know, there are many benefits associated with using a CRM. The truth, however, is that some small business owners simply don’t know how to get the most value out of their software, let alone how to use it properly. From Salesforce to Pipedrive to ClickHook, there are many, many CRM out there. Finding one is a matter of identifying your goals as a business. Once you have done so, here is how to get the most value out of it:
1. Know its features by heart — and teach them to your staff. Okay, this might sound like a given, but you’d be surprised at how many people neglect this step! Don’t just purchase your CRM and use it occasionally. Use it, use it again and use it until you know it by heart. Then educate your staff on how to use it as well.
2. Document everything. A CRM without adequate document is a useless CRM. From the new business contact that you met this morning to the phone number of a past customer, you never know when data can come in handy. Keep track of everything and use it to your benefit — you’ll most likely be surprised at the amount of opportunities that will present themselves along the way.
3. Know your customers. If a CRM is all about customer interactions, then it makes sense that learning more about them would be a necessity. After all, a CRM takes several burdens off of your shoulders, leaving you with more time to strengthen your relationships with your customers. The more you know about the latter, the better. Simple details can often make a huge difference when it comes to customer satisfaction. Does a person prefer to receive emails or do they prefer to receive phone calls? Do they enjoy reading? What about webinars? Try to personalize each message that you send out to a customer, whether existing or prospective.