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3 signs you’ll buy a CRM but won’t use


1. You have not yet decided what exactly your CRM business is for

A CRM system is a business tool, not a magic pill for success. Like any other tool, it must be used correctly in order to get results. Just buying and not customizing for your business is a waste of money.

For example, you have implemented a CRM system, but have not integrated it with IP telephony and instant messengers. Therefore, requests from these channels are not automatically converted into deals; managers manually enter them into the sales funnel. As a result, part of the leads is lost or even goes to the side if you have unscrupulous employees sent by a competitor. It turns out that you nominally have CRM, but due to the lack of integrations, it does not perform its functions in full.

Before buying a CRM, you need to determine what tasks it should solve – the choice of the system depends on it. Some business needs adaptation for retail or an online store, someone for large-scale production, and someone needs a sales funnel with basic integrations. Some CRM are suitable for large business. And often these are boxed versions that require subsequent expensive modifications with the participation of in-house or hired programmers. Small businesses and startups are more suitable for cloud CRM – ready-made and not “bulky” systems, in which there are no unnecessary options that increase the cost. Decide what you need a CRM system for, so as not to overpay and choose the optimal functionality at an adequate price.

An example of the stages of a sales funnel in OkoCRM

2. The company has not configured business processes

Even if you have chosen the most suitable system, the purchase may not bring the expected results, because CRM automates business processes, but does not create them from scratch. Of course, as artificial intelligence progresses, such a function will appear. In the meantime, setting up the company’s business processes remains in the area of ​​responsibility of the entrepreneur and his management team.

And so, what needs to be configured so that CRM works 100%, gives tangible results and helps you to develop your business:

  • set up sales funnels and stages of working with a client;
  • integrate the system with telephony, website, mail and messengers – where the flow of applications will come from;
  • set up the distribution of applications for an even load on managers;
  • connect modules for working with documents, invoices, tasks;
  • configure the correct filling of the client card so that managers do not lose important information for analytics and marketing, for example, the client’s field of activity;
  • set up the correct filling of the deal card, where the sale parameters will be recorded: timing, deal amount, margin, responsible, etc.
  • add templates for SMS messages, letters, notifications, etc.

But in order to make even these basic settings, you need to understand what and how should work in your company, as well as have a clear idea of ​​all the actions of employees that will be transferred to CRM. Only then will it be possible to competently automate business processes.

The correct setup of the system is necessary not only for the growth of sales and discipline, but also for relevant analytics. Then, with the help of one dashboard, you can keep your finger on the pulse of the sales department and prevent failures of sales stages in a timely manner.

Dashboard with analytics in OkoCRM

The second tab of the “Analytics” module, where the performance indicators of each manager are automatically recorded

3. Your company has too democratic atmosphere and freedom-loving employees

How will this affect the use of the CRM system? They simply will not work in it under different pretexts:

  • “Too hard” – in fact, too lazy to delve into. Managers see no material benefit for themselves from mastering a new tool. And no matter what they tell you in advertisements, they say, CRM is used as much as it is convenient for employees, the harsh truth is that the nature of the human brain is to cling to the old and familiar, and mastering new, even potentially useful, is an additional expenditure of energy.
  • “Why do we need it, before that it was so good” – managers simply do not want their work to become transparent and fixed at every stage.

To overcome the resistance of the team, managers introduce additional paid KPIs for the correct execution of transactions – fixing all stages of work with clients in the CRM system. Plus, the sales funnel is configured in such a way that the system does not allow the manager to skip mandatory steps, for example, filling out customer data or sending a commercial offer. Thus, employees will be motivated by both the additional payments and the technical need to follow the prescribed steps in order to complete the deal and receive their interest.

Module “Tasks” in OkoCRM

Implementing a CRM system in a business is like introducing a new good habit into your life, for example, exercising regularly. First, the manager will need to understand why he needs this business tool and how he should improve the work of the company. Then it will be necessary to conduct training for employees and introduce motivation, and the system will do the rest 50% by itself. Even if managers do not want their work to become systematic, orderly and transparent.

And do not forget that the motivation of the employee is different from the motivation of the manager. An ordinary manager is rarely inspired by the common good “with a CRM system, the company will work better and we will have more profits,” he thinks: what’s wrong with me? Therefore, the implementation of CRM will also become an important team-building tool with which you can convey to the team that everything is “in the same boat.”

Moris Akline
About author

Speculative operations in the foreign exchange and stock market. Work with futures and indices on CME. Work on FORTS and RTS. Development of portfolios and investment strategies for clients. Knowledge of technical (price charts of various types, indicators and oscillators, trends, channels, support / resistance levels) and fundamental analysis, take note of news. I work according to my trading strategy in compliance with the rules of capital management and risk management. Development of trust management strategies. Technique of order execution, placing and changing protective stop-losses, hedging.
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