Effective CRM Leverage Must Start At the Top

One of the most neglected technologies for growing small and medium sized business is Customer Relationship Management (CRM) software.  We have worked with countless organizations in which there is virtually no effective leverage of CRM.  The primary reason for this has been that CRM is not embraced and used by leadership.

Effective use of any CRM application must start at the top.  If you as a business owner, manager or leader is not driving the use of your CRM application don’t expect your people to do so.  In order to successfully close more sales and grow your business you must embrace and use your CRM system on a daily basis.  Ideally, all your relationships, activities, calendar, and notes or comments are warehoused on a daily basis in your CRM application.  And everyone in your organization must follow your example.  Which means you must train and ingrain this discipline into your people.

Here are three steps to effectively leverage your CRM system.

1. Select a CRM application that you like and will use.  If you and your people find the system to be cumbersome, slow, and ineffective you won’t use it.  Ideally your system is an integrated system and backed up on a daily basis at a minimum.

2. Train yourself and everyone in your organization on the discipline of using your system.  One of the biggest mistakes business owners and leaders make is underestimating the time, commitment and budget to train people in how to use a CRM system.  Training and accountability should be an ongoing investment.

3. Appoint someone in your organization or hire a CRM consultant to be the “driver” of your CRM system.  If this isn’t you then it’s essential to have someone “champion” the use of the application.  This person will know the system inside and out.  They will stay up to date.  They will hold everyone accountable for the integrity and use of the system.

Effective use of a CRM application is essential to scale and manage any organization.  Without the proper investment and disciplined use of CRM, no organization can be organized and systematic in managing relationships, tracking activities, and monitoring the pipeline of new and existing business.

What is your opinion of CRM?  What system do you like best? How effectively do you think you leverage your system?  And would you say it’s been a great investment?

P.S. Curious to know which CRM application the WealthNet team uses?  We use Infusionsoft.  Get started with your free trial here.

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