Planning to integrate a CRM into your SME soon?
So you’ve already thought it through and feel ready-but are you really ready for it?
Here are a few pieces of bad advice, followed by what we actually recommend...
Bad Tip # 1 : Be a sheep, just follow the herd
When you start looking for the perfect CRM for your business, you want to learn about and sort through different solutions, right? So just stop this crazy race... Think of Thierry, your colleague you play tennis with: he rolled out a CRM in his mid-sized company a year ago. Your businesses have nothing in common, but you figure it’s a safe bet, because if it worked for him, why wouldn’t it work for you?
If you’re looking for the CRM that will fit perfectly into your organization, your strategy and your goals, don’t try to copy someone else. Instead, compare different tools and get advice from experts in the field. Your company has its own specific characteristics, and your choice of CRM must take them into account.
Bad Tip # 2: Don’t talk to anyone!
If you start talking to your colleagues, especially the sales manager, you’ll never hear the end of it. They’ll bombard you with questions and minor requests, even though you and I know you’re the only one who really understands what they need!
Bad Tip # 3: Don’t involve users-keep them in the dark!
You’ve decided not to bring the other departments into the project, because the end users… well, you know. Between Catherine and her paper files and Nicolas, who’s refused to switch software since the beginning of time, it seems easier not to ask their opinion. In the end, they’ll have no choice but to go along anyway!
Instead, here’s what we suggest:
Bad tip #4: The software company? Who cares!
Have a tool that incorporates the latest technologies-and why not a few new modules while you’re at it? Once the choice is made and the tool is installed, there’s no point in asking any more questions about changing anything.
There are thousands of CRMs on the market. Why not pick the one with the nicest name? Or the one that’s been around the longest? The one that’s already worked with hundreds of companies, whether it was developed by a freelancer or a rookie vendor… you might think it doesn’t matter.
Bad tip #5: The Key to Success: An Independent Tool
For example, what if your sales staff just exported CSV files - why should it matter that Excel refuses to format them properly?
Bad tip #6: No need to name a project manager
A CRM project isn’t necessary… Anyone can manage it. So there’s no need to appoint a project manager. It seems so simple even a monkey could do it!
Instead, here’s what we suggest:
Appoint a CRM Project Manager, build a project team around them, including the various Business Managers involved, and give them time. Rome wasn’t built in a day, and if your project manager is overloaded with other work, it’s likely that the tool’s integration will suffer.
Bad tip #7: Mobility, we talk about it… me!
Sales reps want access to their data everywhere… In my opinion, it’s mainly to look good in front of the boss. In the end, all this mobility talk is just a fairy tale. They can just prepare for their meetings by printing customer files and writing their reports back at the office.
Instead, here’s what we suggest:
Whether it’s a cellular Internet connection or a built-in mobile app, in 2017, your CRM software must be able to meet your employees’ needs anywhere, anytime. Don’t take this ATAWAD (Any Time, Any Where, Any Device) feature lightly…
Bad tip #8: Don’t try to measure anything!
Statistics and indicators of every kind are trendy, everyone loves them. But apart from creating extra work, they’re not really all that useful. In my opinion, they’re just not worth the hassle.
Instead, here’s what we suggest:
It’s important to identify the key indicators you’ll use to evaluate the results achieved after the CRM migration for the various departments (sales force, marketing, support, etc.). In addition, these indicators must be maintained and updated so you can periodically reassess the effectiveness of the strategy, actions and tool you’ve put in place.
Bad tip #9: Don’t think about the future, just think about right now!
Thinking about the future is fine, but if that’s all you have in mind, you’re not enjoying the moment. When you implement your CRM, make sure it fits your current situation to a “t”. No need to plan for what might happen next.
Instead, here’s what we suggest:
Obviously, finding a tool that meets your current needs is essential. However, don’t forget to think about how your company will evolve. Where will you be, and how much growth or change will you see in 2 years? Will your operations be structured in the same way? Your CRM needs to be able to adapt in any circumstance. Set yourself up for success!
Bad tip #10: Don’t try to measure anything!
The best thing to do is head to Google Maps and look for the integrator closest to your business. At least if everything doesn’t go as it should, you can go complain in person!
Instead, here’s what we suggest:
Choosing an integrator is a challenge. There are several criteria you should take into account. First, are they recognized in their field (check their references)? Then, are they able to support you throughout the process? Finally, what kind of relationship do they have with the publisher you choose?
In conclusion, ask yourself many questions, don’t rely solely on geographical proximity or word of mouth, and find out for yourself who will be the best fit.