Sales are the lifeblood for an business, particularly small businesses. Without them, you have no business. Knowing what sales you have coming in, likely to close or simply in the pipeline, is vital information for any small business owner. To collate this information you have three options:
- Keeping it all in your head – only good if you have very few sales opportunities – and not that great at that.
- A spreadsheet – a great way to start and we have a template you can use available here, but they lack functionality to help you to predict your pipeline and close more sales.
- A CRM – great, but which do you choose as there are so many out there?
With so many CRM solutions on the market today, which is the best CRM for small businesses? Let’s look at what we consider to be the most important factors when you start your search for the right CRM for your business
How quickly can you pick up the right way to use the CRM? Intuition is different for everyone, but the best CRMs will have done a lot of work on making it as easy as possible for you to log in and start using the platform.
In our opinion, most CRM solutions put too much functionality in. They are built to provide every possible tool for every possible type of business. Presumably this is so they can capture as big a chunk of the market as possible.
The problem for the user is then finding the right functionality for their needs. The language used by the different CRM providers varies (perhaps deliberately), so terms mean different things on different platforms. On Hubspot an individual person is a contact, but in Salesforce they are a lead – for example.
Whilst we are fans of functionality, we believe it is far better for it to be hidden and available to be turned on. Far better than having to work out what can be turned off and working out how to stop people in your small business using different functions.
CRM solutions are used throughout a business. From the owner/MD to Sales, from Marketing to Admin. The right CRM will help the whole business to perform effectively and efficiently. But not everyone needs the same functions and the same reporting. Being able to adapt and customise to the individuals’ needs is key.
The bigger platforms, such as Hubspot, are looking to completely replace your marketing technology stack. They will provide landing pages, help with your SEO, send and track email campaigns, schedule your social media posts and help you manage your sales pipeline. All great so far, but this comes at a price and that price jumps a lot as you take on more functionality and have more contacts in the system.
A CRM that effectively integrates with other tools helps your small business in two key ways: it controls the price and allows you to get best of breed technology across the board. As a Mailchimp Partner, we believe it is the best email marketing platform out there, so being able to integrate and sync data from our CRM to, and from, Mailchimp is a real bonus. Being able to integrate with Outlook and Gmail too puts all communication in the same place.
Adding data is all great, but doesn’t help you manage your business and your pipeline. We’ll go into this in more detail in a future blog, but we believe there are 4 key reports you need from a small business CRM to help you manage your marketing and your pipeline:
- Leads by source – where are your leads coming from and over what time period?
- Pipeline by stage – how many leads do you have at each stage of your pipeline and where are they dropping out?
- Pipeline value against target – what is likely to come out as sales and how does that compare to your sales targets?
- Win/loss reasons – what are the reasons you are losing sales, and why are you winning them too?
Adding performance by individual, by office and by product will also help to manage and improve sales and marketing performance.
Intuition and functionality can only go so far. Sometimes you need some support to work out just how to do something within your CRM. The best CRM for small businesses will have both prepared support (documents and video). They will also have either a phone number or Live Chat function – usually for when you simply cannot get your head around something, or the support pages.
Last, but most definitely not least, price is a key factor when identifying the best CRM for small businesses. A search on” best free crm uk” provides nearly 34 million search results. For many people, these can provide enough, but we’ve already been worried about the lack of reporting available on the free CRM solutions.
Once you start paying, you can quickly rack up your monthly subscription. The more functionality you want, the more you have to pay and the price steps are often huge.
- Salesforce provides 12 different sets of pricing at the moment. How do you work out which is the right one for your small business?
- Hubspot provides 6 different pricing plans, a range of bundles and additional features. Starting at £38 per month (when paid annually), the next level up is £650 a month – a massive hike.
Which is the best CRM for small businesses?
We’re not brave enough to say XXX is the best CRM for small businesses. Since SalePilot was formed in 2011, we have used for our own needs just three solutions, one being the spreadsheet we have made available for you. We currently have clients using a number of different solutions, including Keap, Hubspot, Salesforce, ACT and then specialist products like Eventpro. A previous project led to us recommending Insightly to a client because of their very specific needs and that is the important factor. What are your CRM needs? The platform we are currently using is uPilot. We’re using it because it delivers on most of the factors we list here and if you want to have a look at it, click here.