Planning to roll out a CRM for your SME soon?
So you’ve already thought it through and you feel ready, but are you really ready for it?
Here’s some bad advice, followed by what we actually recommend...
Bad Tip #1: Be a sheep, just follow the herd
When you start looking for the best CRM for your business, you want to do your research and compare different solutions, right? So just give up on that rat race... Think of Thierry, your colleague you always play tennis with: he rolled out a CRM in his mid-sized company a year ago. Your businesses have nothing in common, but you feel 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 organisation, your strategy and your goals, don’t just copy someone else. Instead, compare different tools and talk to specialists in the field. Your company has its own specific needs, 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 flood you with questions and requests, even though you and I know you’re the only one who really understands what they need!
Bad Tip #3: Don’t involve the users, so they can stay unhappy!
You’ve decided not to involve the other departments in the project, and as for the end users, you reckon… Between Catherine, who’s still on paper, and Nicolas, who refuses to change software since forever, better not ask them for their opinions. In any case, they’ll have no choice but to switch in the end!
Here’s what we suggest instead:
Bad tip #4: The software publisher? No need to bother about them!
Get a tool that uses the latest technologies, and why not throw in new modules while you’re at it? Once the choice is made and the tool is installed, no more questions about changing anything.
There are thousands of CRMs on the market. Why not just pick the one with the nicest name? Or the one that’s been around the longest? The one that has already worked with hundreds of companies, whether it was developed by a freelancer or a rookie vendor… you may think it doesn’t matter.
Bad Tip #5: The Key to Success: An Independent Tool
For example, what if your sales staff simply exported a CSV file – what does it matter if their Excel refuses to format it properly?
Bad tip #6: No need to appoint a project manager
A CRM project isn’t really necessary… Anyone can manage it. So there’s no need to appoint a project manager. It looks so simple that even a monkey could do it!
Here’s what we suggest instead:
Appoint a CRM Project Manager, build a project team around him or her, including the various Business Managers involved, and give the person enough time. Rome wasn’t built in a day, and if your project manager is swamped with other work, the integration of the tool will very likely suffer.
Bad tip #7: Mobility? We only talk about it… for show!
The sales team want access to their data everywhere… In my view, it’s mainly to look good in front of the boss. At the end of the day, all this talk about mobility is just a fairy tale. They can simply prepare for their meetings by printing out customer files and writing their reports back at the office.
Here’s what we suggest instead:
Whether it’s through a mobile Internet connection or a built‑in mobile app, in 2017 your CRM software must be able to support your staff’s needs anywhere, anytime. Don’t take this ATAWAD (Any Time, Any Where, Any Device) feature lightly…
Bad tip #8: Don’t bother measuring anything!
All kinds of statistics and indicators are trendy, everyone seems to love them. But apart from creating extra work, they’re actually not that useful. Personally, I don’t think they’re worth the trouble.
Here’s what we suggest instead:
It is important to determine the key indicators used to evaluate the results obtained after the CRM migration for the various departments (sales, marketing, support, etc.). These indicators must also be maintained and updated so you can periodically re-evaluate how effective your overall strategy, actions and tools really are.
Bad tip #9: Don’t think about the future, just think about now!
Thinking about the future is good, but if that’s all that’s on your mind, you’re not really enjoying the present. When you integrate your CRM, just make sure it fits your current situation perfectly. No need to plan for what might come next.
Here’s what we suggest instead:
Of course, finding a tool that meets your needs right now is essential. However, don’t forget to consider how your company will evolve. Where will you be, and how much growth or change will there be, in two years’ time? Will your operations still be structured in the same way? Your CRM must be able to adapt in all circumstances. Set yourself up for long-term success!
Bad tip #10: Don’t try to measure anything!
The best thing to do is to open Google Maps and look for the integrator closest to your office. At least if things don’t go as planned, you can just drop by and complain on the spot!
Here’s what we suggest instead:
Choosing an integrator is not easy. There are several different criteria you should consider. First, is this person recognised in the industry (check the references)? Next, is the integrator able to support you throughout the whole process? Finally, what kind of relationship does this integrator have with the software vendor you’ve chosen?
In conclusion, ask yourself many questions, do not rely only on the geographical proximity or the word of mouth, find out for yourself who will be the best fit.