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What Is A Customer Relationship Management (CRM) Tool?

Updated: Oct 17, 2022

In one episode I welcomed a digital marketer Shannon Nelson, owner of Sassy Classy Digital Marketing, and we began to discuss Customer Relationship Management tools better known as a CRM. So let’s dig into it: what is a CRM, what is it important, and why should an entrepreneur care?

As I mentioned, CRM stands for Customer Relationship Management. It's a technology used to manage interactions with customers and potential customers.

A CRM system helps organizations build customer relationships and streamline processes so they can increase sales, improve customer service, and increase profitability.

Ever heard of Salesforce? That’s a CRM, but there are many out there and they provide support for various reasons: sales, analytics, collaborative work, operational, and so much more.

One way I use a CRM is to help me stay on track. Now I am not going to name drop any systems; however, if there is a CRM system listening and they want to be highlighted, we can chat about establishing a deal – my phone lines are always open for collaborative work.

How a CRM keeps me on track is the one I use reminds me of who I sent an e-mail to, when, days since last reply, identify them as a potential guest, former guest, collaborator, or other.

The CRM also always me to send bulk e-mails, like a newsletter (coming soon!). I can create e-mail sequencing too.

Here is why this is so cool...

Currently on website visitors can apply to be on the show; in fact, I have had several guests on this show that have applied through the website, hint, hint for those interested in being a guest on the show!

The application asks for specific information that I then sync into the CRM. Now when I go to send out the generic e-mail of either thanking the guest for their interest or next steps in scheduling, the users name and information is automatically pulled from the application and into the e-mail, such as Name, Business Name, Website, Phone Number, E-mail.

Using the CRM, I can then track my process with this contact, hence the customers relationship management name – the system is helping you manager customer relationships in various ways.

A CRM can also track website visits and help the entrepreneur determine if certain pages are doing well vs. others, or blog posts, or videos. Using the CRM analytics, I can pivot to provide more preference to the end user.

For example: maybe I see users visiting a certain blog post on a specific topic like CRM – I may revisit that topic on the podcast or highlight in a newsletter as it appears to be of high interest to the end users – targeting consumer interest and not what I perceive as the consumers interest.

The beautify of CRM is they truly can be used by anyone: sales reps, marketing teams, customer support agents, a podcast host.

And that is why knowing about CRMs are important. As I stated there are many variations of CRMs on the market – it is a very saturated industry, and it will ultimately depend on what the entrepreneur needs and can afford, which is also important to understand.

A good CRM may cost the entrepreneur about $300 annually per user. There are free CRMs available, but they do come with limited support and functionality. However, when starting off small it is always smart to start with the basics.

Many of these CRMs provide free demos or trial periods – use them! I cannot even begin to tell you folks about how many trials I have done or meetings with sales reps. It is very important to text the product before making a commitment, like a car, clothes, Costco food – always have to try the free samples.

And that is why an entrepreneurs should care.

Determining what the entrepreneur needs first is vital in finding the right CRM system. I too am still determining which system is best for me; in fact, I have even inquired if some of these companies would be interested in being a sponsor of a podcast – there are deals to be made every day, and a CRM helps keep the entrepreneur moving on those deals.

Tracking phone calls, e-mails, newsletters, mailers, marketing campaigns – these are just some of the many things a CRM can help an entrepreneur perfect.

It’s not about working harder; it’s about working smarter.

And if you ask me, I have the smartest readers in the World, and for you all I will continue to work harder, so we can all get smarter.


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