Why small businesses need CRM
If you are dealing with just a handful of customers as of now, you might think that a simple CRM will just mean additional cost. After all, because you can easily memorize all your client information you really don’t need a tool to keep a record. However, you don’t plan to stay small, right? So, your list of ten clients will grow to fifty someday, and hopefully, you’ll be gradually dealing with a good number of clients. That kind of scaling will require you to use a tool that helps you manage your client information cleverly. This is where you will feel that if you’d implemented CRM right at the start, how better of you’d be. Moreover, if you quickly want to grow your client base from five to fifty, you will require a customizable CRM to scale up your marketing and sales efforts.
How CRM can save money and time for small businesses
A valid question that you might ask here is why can you not implement a CRM for startups when you’ve scaled and grown? Why you should implement it when you are still small? The best answer we can give here is that later on integrating tools into your existing processes becomes challenging. Also, when the cost is no longer an issue, and smart tech is becoming increasingly affordable, why not reap the benefits of efficiency right from the start? Wondering how you can save time and money with a CRM tool? Here’s how:
It puts an end to inefficient manual work practices
Manual, old methods of keeping a recording, maintaining, and updating customer contacts, is and error-prone. Replacing this with a CRM system that helps in customer relationship management means you can reduce your workforce requirement for such sort of routine work. A CRM solution provides a centralized location for all of your employees to fetch all the information about your contacts. This information can be automatically updated.
It eliminates the requirement for unwanted software
You might be using multiple software tools at present to handle different tasks. For this, you might be paying an exorbitant amount on upgrading software licenses every year. This is a huge cost burden that you can reduce by simply switching to a comprehensive CRM solution. Choosing the best CRM for small businesses can be difficult but not impossible.
It enhances team collaboration
When all contact and client information is being managed from a centralized location, collaboration becomes speedier. A simple CRM for small businesses depicts a clear picture and gives the most up-to-date information about each contact. Every team can refer to the same point of information, and always be on the same page. No time goes wasted in confusions that could otherwise arise if manual processes were being used.
It presents a clear market picture
A small business CRM enables you to run, track, and measure your marketing campaign’s performance. With all the insights that a CRM helps you generate you can quickly access how your customers are receiving your marketing message. You can, for example, understand which products are selling great. Additionally, with a CRM in place, you don’t need to manually generate reports. Detailed data-based reports can be generated with a click!
CRM and Revenue: Where is the connection?
Saving time and money is one bright side of using a CRM solution. The other benefit is that implement a CRM tool can even help lift up your revenues. Using insights about your users, their behavior and purchase history, you can focus on those who bring in the most value or business. Not all customers are equal, right? Some might make frequent purchases of an order value higher than the average. A CRM fetches these clever insights for you so that you can run smarter marketing campaigns that help you generate higher revenue. With a CRM tool in place you can:
Fetch higher conversion rates
When marketing and salespeople have access to correct information that’s absolutely up-to-date about contacts, they are able to make better decisions. For example, when salespeople know all details about buying behavior, buying readiness, buying stage, etc. they are better equipped to sell. With CRM software, you can keep notes about client preferences, his dislikes, etc. Over time, this helps you win more sales from opportunities.
A CRM helps suggest products that an existing client who has just made a purchase might be interested in buying. The cherry on the cake is that a CRM can make such upsell suggestions in real-time, as soon as a certain purchase has been made, thereby increasing the order or sale value. To do so, a CRM leverages a customer’s purchase history.
When you are using real insights and user behavior-based data, your communication with your clients is on-point, accurate, and more personalized. Being well-informed about your client’s needs, preferences, likes, and dislikes, results in him trusting you. As a result, you are able to foster better customer relationships, that in turn increase your revenue from retention.
Benefits for small businesses: What do CRM Tools Do?
We’ve already talked about how CRM can help you lower costs and increase revenue, and bring in more efficiency. That information gave you complete ‘business’ perspective on CRM. Let’s also talk a bit about how you can benefit in terms of different functions that your teams currently perform.
The first step of any marketing activity begins with capturing lead information. When a new user visits your website, you need to know details such as his email address, name, contact number, etc. to further contact and communication with him. With smart CRM tools like Aritic, you can capture all this data with ease. However, what about the times when a lead refuses to drop in any such information on your website? This is where anonymous lead capturing comes into the picture. Only a few CRM tools as of now are using this interesting technology to capture lead information.
You can easily connect telephonically and email communication with your CRM platform. This way, you don’t have to madly search for numbers or email addresses when you need to get back in touch with your contacts. Moreover, you no longer need to manually keep a record of the conversation exchanges through these mediums. Incoming as well as outgoing calls can be recorded, and later accessed through your CRM. Similarly, your emails get automatically logged on to, so that you have a detailed view on the conversation you had with anyone you are trying to reach back again to.
Moving from capturing lead information, the next thing that a CRM tool helps you do with ease is to track their online activity. Lead management also includes running marketing campaigns to engage these leads until they qualify to be passed on to sales. With a good CRM system in place, your sales teams are passed on only those leads that are highly interested, as well as completely purchase ready. That’s how your sales pipeline gets moving faster.
You can regularly track the progress of each deal in order to meet targets using CRM software. For example, you can get a bird’s eye view of the sales cycle of each deal. You can also choose to keep a track on deals spread across stages, sort deals by value, expected a close date, etc.. This helps you focus on important deals that need to be urgently closed, by prioritizing them. For example, you could use color code red to mark these priority deals. Similarly, closed deals can be marked with green.
Sales CRM features that SMB’s applaud
A CRM tool is well-equipped with a number of features that companies of varied sizes can make use of. SBM’s, in particular, admire the following features in a CRM system:
This capability of a CRM software helps you manage all real-time, up-to-date information about your contacts. What conversation did you have with someone who refused to buy your product right now? What were existing users feedback on your product? Are there people on your contact list who emailed you to fetch more information before making a purchase? All such information can be assessed and better managed using contact management. As such, with contact management, you get a 360-degree view of your customers. And, are able to nurture your customer relations better.
A sales dashboard helps the sales team get a complete picture of the status of leads. Lead qualification and scoring that salespeople can access right from the dashboard, help them divert their focus and efforts to ‘hot’, ‘sales ready’ leads. Campaigns can then be run to target these hot leads, personalizing the content that is highly likely to convert them faster. You can also keep a real-time check on how leads are moving through the sales pipeline, right from the dashboard.
We’ve detailed on deals management above, already. However, a key feature within deals management that most SMBs appreciate is ‘workflows’. Using workflows, you can automate new deal creation. A new deal is automatically created on meeting certain criteria and enters the pipeline. Now onwards, you can keep a track of all subsequent actions taken by the contact that has entered the pipeline.
Breaking your deal management process into day-to-day tasks becomes easier. You can, for example, create a task to ‘call today’ for a particular deal that you are working on closing. Similarly, you can bifurcate different tasks to be accomplished on different days, for different deals. For example, you could label tasks as ‘urgent’ to prioritize your work for the remaining week. This feature helps you manage your day-to-day work better.
Multiple pipelines helps in laying down all your deals on one dashboard. Each pipeline indicates the progress status, the deal value, the communication history, probability of closing, associated contacts, quoted price, marketing journey, and pending tasks against each deal
Listing down your sales activities from the beginning of time. This helps in understanding the workflow and also the conversation nature that has brought the deal to the sales stage. The activity also includes notifications for upcoming activities, automated scheduling of calls and appointments.