6 Tips for Choosing the Best CRM for Your Business

The Best CRM System

A CRM generally makes it easier to reach out to leads, close new deals, and build relationships with clients. It takes administrative work off the shoulders of salespeople and gives managers a clear overview of orders and business results. The best CRM is the one that best fits your needs and meets your expectations. So instead of asking how to choose the best CRM, ask yourself: What do I need a CRM to help me with?

1. Map the Processes That the CRM System Should Simplify

For a CRM system to improve and streamline your business processes, you first need to understand how those processes are currently set up. Review key workflows not only in sales, but also in marketing and customer service. Identify what works well and where there is room for improvement.

Ask yourself the following questions:

• What do the processes look like and what are their steps?
• Could some of them be done more efficiently? Are they unnecessarily time-consuming or repetitive?
• What problems do you face that need solving? Focus on whether you’re successful at reaching new leads, setting up meetings, closing deals, and retaining customers.
• How do you envision the processes working, and how can a CRM improve them? What do you expect the CRM to help you with, and what outcomes do you want to achieve?

Answer these questions honestly, and gather feedback from salespeople and other colleagues who will be involved in the processes and the implementation of the CRM. To choose the best CRM software for your entire company, consider whether the CRM will support the workflows of all teams that will be using it.

Defining your goals will also significantly help you in the selection process. Try to briefly outline what you want to achieve with a CRM, for example:

• acquiring more new clients,
• gaining a clearer overview of business data,
• increasing conversion rates,
• simplifying and digitizing the work of salespeople,
• or better targeting of marketing campaigns.

2. Define Your Technical Requirements

There are two main options for how a CRM can operate within your company:

You can install the CRM software on your own server. For this, you'll need not only the server itself, but also sufficient data storage, security measures, and experienced IT personnel. This option is most common in large companies where CRM is part of a broader ERP system.

The second, and more common, option is a cloud-based CRM, which runs on the provider’s servers. All data is securely stored there as well. You can access the CRM via the internet from anywhere – even outside the office, using a laptop, tablet, or mobile phone. You pay monthly fees and possibly additional costs for upgrades or feature enhancements. System maintenance is handled by the provider, so you don’t have to worry about it.

3. Think Through the Features You Need

Most CRM systems offer similar core features. Every CRM includes Contact management, tracking of leads, and an overview of which stage each Deal is currently in within the sales process. If that’s all you need, there’s no need to spend time comparing extra features you’ll never use.

Instead, focus on the weaknesses you identified in your processes during the first step. Ask yourself whether the features of a particular CRM system will help resolve those issues, how well they support your key workflows, and whether the CRM will be pleasant and intuitive to use. You can find this information on the CRM provider’s website, but be sure to ask their salesperson about it directly as well.

Also consider which tools you already use and need to integrate with the CRM. CRM systems are typically connected with accounting and invoicing software, mailing tools, calendars, online stores, inventory management systems, or project management tools.

4. Check Customer Support and Try Everything Out

Customer support offered by the CRM provider is an important selection criterion. Think about whether you need employee training, a workshop, or would appreciate video tutorials. And of course, make sure the provider offers these options.

A good CRM also stands out thanks to a simple interface that your sales team can quickly learn. So download a demo version and test out the CRM in practice. Check things like how clear the Calendar is, or how quickly you can add a new Client to the Contact database.

Most CRM systems offer a free trial version with full functionality, only limited by time. For example, our Raynet CRM can be tried for 30 days completely free and with no commitment.

5. Consider Your CRM Budget

After going through the previous steps, you probably have a clearer idea of what you expect from a CRM system. Now it’s time to choose the right solution—and address the final, but equally important, question: your budget.

Keep in mind that the Pricing of a CRM depends on both its features and other factors, such as how many people will be using it or how much data you plan to store. Revisit which features you truly need, will actually use, and which ones will improve your sales processes. Also consider whether the CRM will be useful for all your team members. Cloud-based CRMs are typically priced per user (license).

For each potential CRM candidate, make sure to check for any hidden fees. The most common ones include:

• Paid features – some CRMs charge extra for specific functionalities,
• Data limits – such as a cap on the number of records or Contacts,
• Charges for integrations with other tools,
• Fees for data import – for example, when migrating from another system,
• Additional costs for premium customer support.

6. Review Industry References

Once you’ve shortlisted a few providers, take a close look at their references. Look for companies that are in a similar industry and of a similar size to yours. They likely have similar needs, and if they’re satisfied with the CRM, there’s a good chance it will work well for you too.

CRM providers should also clearly state on their website which industries their tool is best suited for. Most of them have pages dedicated to industry-specific solutions, where they outline the benefits of their tool for real estate agents, financial advisors, small businesses, and more. These pages might look something like this.