What’s the difference between low end CRM offerings and the ones that truly provide value?   It’s significant if you know where to look.

Smaller companies typically have two business challenges — data consolidation and generating new business.   Some use contact managers or an Excel spreadsheet to keep track of customers, contacts, notes and e-mail. And when it comes to lead management, sales opportunity management and generating accurate monthly forecasts, well forget about it.

To address their pain these companies typically look for low cost solutions that offer basic contact management and a monthly forecast. There are a lot of pretty good low cost ones and even some free ones to look at.   The problem here is that these companies are missing the big picture when it comes to the value CRM software can provide to their business.

CRM is all about capturing, tracking, managing and sharing vital customer information throughout the organization, but every business is different and has unique requirements. As a result, the “one size fits all” approach of low cost CRM software programs limits what you can do and the return on investment you can realize from these programs.  If you are really looking to improve how you market, sell and provide services to your customers you need a CRM solution that offers a higher degree of flexibility.

And here is the good news.  There are plenty of these available for just a few dollars more than the low cost guys.

Robust CRM software programs provide you with flexibility to tailor the system so that you can capture unique information about your customers, then analyze the data for improved sales and customer service.Top rated CRM solutions like Commence CRM also allow you to rate or categorize your customers based on how valuable they are to your business — by profitability or potential for growth as an example.  You just don’t get this level of business intelligence with low end CRM solutions.

Smaller businesses also tend to have a difficult time recruiting experienced sales managers and well-trained sales representatives. As a result, they often do not have a formal sales process in place for lead generation, lead qualification, or for efficiently managing the sales process.  Poor management of the sales process results in the following:

• Delayed follow-up on potential new sales
• Sales representatives chasing tire kickers instead of highly qualified opportunities
• Business opportunities that fall through the cracks
• Inaccurate sales forecasts

Having the ability to implement a sales structure may be the most critical component to the success and survival of small businesses.  To achieve higher close ratios and revenues you need a CRM system that delivers this capability plain and simple.  To learn more about implementing the right sales structure for your business download our free CRM best practices eBook from the home page of our website.

Image by Scott Maxwell on Flickr under Creative Commons license.