Client relationship management systems (also known as contact management systems) keep your business organized and efficient. Simplicity is often best when choosing a program.
As an advisor, you don’t need really complicated software for your business, says Gary Johanson, a senior business advisor in Vancouver with Wardell Professional Development.
Follow these tips to help you choose the CRM program that’s right for you:
> Think about your needs
There are many different contact management programs available, so start by considering what you need for your business.
“Think about the data you need to collect and how you envision using the CRM to manage your business,” says Asif Nasim, managing director of Toronto-based Wickware Communications Inc.
> Consider where you’ll work
Decide how much flexibility your business requires when looking for a CRM system.
Some programs work on internal servers, meaning the system can be accessed only through your location.
“Cloud computing” options, on the other hand, use external servers, which allow you to access your information from anywhere with an Internet connection. That means you can get onto your system from your cottage or a client’s living room, according to Nasim.
> Get an opinion
Ask fellow advisors who understand you and your business what they would recommend as a CRM system.
“Speak to advisors who have well-run businesses and who use CRM systems,” says Nasim. “Think about how they’re using it [and] what tips they can provide to maximize the value of having such a system.”
> Work with your team
Your team may use the CRM system more than you will, so include them in the decision-making process.
Says Nasim: “It’s really essential that [team members] try it out and they feel comfortable integrating it into their routines.”
> Take it for a test drive
Before buying a CRM system, test it to see if it’s the right fit.
Most programs include a 30-day trial, which will give you the chance to experience firsthand its ease of use and efficiency. The key, Johanson says, is to actively use the program to contact clients and prospects during the trial to see if it will really work for your business.
If the company does not offer a free trial explicitly, you can often negotiate one, Nasim says.
> Suggested programs
Consider these popular CRM programs:
Business Contact Manager, an extension of Outlook, is easy to use and will help keep track of your prospects. It is available as a part of Microsoft Office 2010 (www.microsoftstore.ca).
Salesforce (www.salesforce.com) is a line of cloud-computing CRM programs you can access from anywhere with an Internet connection. Programs are available from $5 to $250 per month.
Constant Contact (www.constantcontact.com) allows you to track who opens your emails and who clicks on the links you send. These features can give you a good understanding of who is interested in the material you’re sending out. Pricing ranges from $15 to $150 per month.
IE