Look for a new series of articles called Friday Features. Each Friday we’ll highlight features found in the most popular small business CRM software. I tell my clients that CRM systems need to be based on business requirements, not just on software features. So why a series that focuses on features?
To some degree, CRM features are a commodity. It’s expected that you’ll be able to customize layouts, manage contacts, calendar, sales opportunities and accounts. And all mature CRM solutions offer those capabilities.
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Yet, not surprisingly, users want assurance that they’ll get the features that will streamline their day, not cause extra effort:
- Can I auto-dial customers?
- How would I keep track of the emails I send to contacts?
- Can the software do calculations?
- How does it handle marketing campaigns?
- How easy is it to integrate with other systems?
You’ve probably heard claims from one vendor or another that they have the “best” CRM solution. Here’s the deal: Salesforce.com isn’t best; Sage ACT! isn’t best; SugarCRM isn’t best; Zoho CRM isn’t best; MS CRM isn’t best. There is no one “best” CRM software solution. Period.
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This won’t be a side-by-side CRM software comparison. What we will do is offer insights to help you discover CRM that’s right for your business, your objectives, your process, and your budget. But, it’s important to keep in mind that whatever software you select, it will be a solution that’s close to what you want, but unlikely to provide every single feature you’d prefer to have.
And, a bit of advise from the trenches: If you’re evaluating CRM software, don’t let your assumptions about how the software should work get in the way of selecting an application. If you’ve designed a solution in your head, it’s pretty unlikely that any software will match expectations. I’ve seen managers and owners dither for a year because a feature they imagined doesn’t exist. Approach your selection with an open mind.
- Don’t get sidetracked by bells and whistles.
- A missing feature may not be a deal killer; explore a possible a work around. It’s the end result and overall ease of use that matters.
- Be prepared to compromise. Your best software may not perfectly conform to your imagined solution.
I’ve been evaluating Zoho CRM and I’m impressed with how easy it is to use, as well as by the relatively low cost (disclosure: we are not yet Zoho partners, but plan to be, based on our evaluation of the product). Our first CRM Friday Feature will take a look at a few Zoho CRM features that may fit the bill for the way you work.
Even if you’re not looking for CRM software right now, it’s always good to know what’s available in the marketplace – and you may even learn something new about the software you’re using right now.
Do you have any favorite features in your CRM software?
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