In today’s fast-paced business world, having access to top-notch expertise can make all the difference. At Sword and Spark, we pride ourselves on collaborating with highly skilled professionals who are dedicated to helping our clients achieve their marketing goals. One such expert is Jessi, a valued member of our team who brings her specialized knowledge and passion for helping businesses automate their processes to every project.

Jessi has written this insightful post on choosing the right CRM to share some of the valuable strategies and techniques she uses to drive success. As you read through this piece, you’ll gain a deeper understanding of the kind of expertise that Sword and Spark brings to the table, ensuring that your business is always a step ahead in the competitive market.

By partnering with Sword and Spark, you not only benefit from professionals like Jessi’s insights but also from the comprehensive support, resources, and additional expertise our entire team offers. This holistic approach ensures that your business’s strategy is robust, scalable, and perfectly aligned with your objectives.

Enjoy the post, and remember, when you’re ready to take your marketing to the next level, the team at Sword and Spark is here to help you achieve your vision!

Imagine that you just purchased a new software for $400/mo, only to find out that it doesn’t do what you thought it did. Or worse, you have to hire a contractor at $90/hr to make any changes to it.

In my prior work as a software consultant, I had a client who made this exact mistake, except it was a $6,000/month software with a 5-year contract. Ouch! 

This experience taught me the importance of thorough research and planning before purchasing software. 

As a fellow small business owner, I know I have to make every dollar count, and I want to be sure no one else experiences this mistake when purchasing software. 

From helping you choose the right CRM to building a streamlined back-office, my services complement the work of Sword and Spark by ensuring your systems and software are aligned with your overall marketing strategy and envisioned growth for your company. Together, we provide you with the tools and insights needed to make informed decisions, so your business is equipped to handle any challenges that come your way.

Here are 6 steps to help you choose the right CRM for your business. 

1) Tie Your Purchase to a Business Need

Start by identifying a clear business need for the software and the pain point it will solve.

For example: “I need a CRM” is one of the first things I hear from business owners. I’m always happy to hear that they’re looking for help with this decision, however there are over 300 CRMs on the market.

A better example is this: “I want to provide an exceptional client onboarding experience and increase retention. 

I will achieve this by implementing a new CRM in Q2.” 

An even better example is this: “I want to provide an exceptional client onboarding experience and increase retention by 50%. We need a CRM that lets prospects fill out a form, make a payment, sign their coaching agreement, and book their first session in a single sitting. It also needs to notify my VA so she can send them their welcome gift.” 

2) Create a List of Feature Requirements

Plenty of business owners purchase software simply because they heard someone else rave about it. What they neglect to consider, however, is the way that other business owner uses their software is different. 

Never assume that just because someone says a specific software “does everything they need it to” that means it will do everything YOU need it to. 

Here’s another example: I used to implement the SAME EXACT software for dozens of food banks across the US. Every discovery call revealed needs that were unique to that specific agency. In the 8 years that I was doing that work, I never built the same database twice.

Now, reflect on the business need defined in Step 1 and create a detailed list of expectations for your software. Leave nothing out. Consider things like integration, # of user seats, and customer support tiers. 

Next, rate each requirement with “Must have”, “Nice to have”, and “Do not want.”

Here is a link to a worksheet you can use, or you can create something like this:  

Hint: Go back to your list and write down anything you want your ideal software to do “automagically.” Don’t assume any software does a thing automatically. If you can think of it, add it to your list. 

3) Create a List of Suspects

Now, in a different list, write down all of the software tools you know of that might fit your needs or that you want to look into. 

This is a great time to ask others for recommendations – just be sure to include your top three must-haves so you get better results. 

Go ahead and list all of the current software that you have as well. Software companies push updates all the time to maintain a competitive advantage. A tool you already use may accomplish what you need. 

Finally, look at your list and research each company’s direct competitors – add them to the list as well. 

4) Evaluate Your Suspects

Without booking demos or setting up trial accounts (your inbox and calendar will thank you), evaluate the tools on your list via any of the below trusted, third-party websites. 

• Capterra: https://www.capterra.com/ 
• G2: https://www.g2.com/ 
• Crunchbase https://www.crunchbase.com/

Refer back to your requirements list and tick off software tools that have your “must have” features mostly in the “positive” column. Strike off tools that have too many negative responses for your “must-haves.”

5) Narrow Down to Shortlist

Considering the customer sentiment on the above websites and your relative sense of the tools: overall functionality, user experience, ability to integrate with other tools, scalability, and budget – narrow down your shortlist to 3. Yes, just 3. Don’t worry if you absolutely hate your top three at the end of this process you can revisit your list and try again. 

6) Schedule Demos and Choose

Now it’s time to book a demo and sign up for a free trial. 

Confirm the tool has the features you were looking for and they behave in a way that you expected. Don’t trust a video demo. Go through the motions from start to finish and confirm each feature. 

While you are going through the motions, reflect on how easy it is to learn the tool. 

Finally, take a look at the help center and knowledge base – notice if the screenshots and videos are relatively current or not. Some variance is expected, but huge overhauls without updating the knowledge base is a huge red flag. 

Final tips: 

• There is a hidden cost to switching tools (migration, downtime, training, etc)
• Consider cost, but pay for value
• Focus on usability, integration, and whether the tool will meet your business goals
• Pick tools that integrate with other tools, or at a minimum, with a third party like Zapier

We hope you found these strategies and techniques as enlightening and actionable as we do. Thank you Jessi for providing a wealth of insights, she’s a great example of the depth of expertise and innovative thinking that defines our team at Sword and Spark. 

At Sword and Spark, our mission is to empower your business with cutting-edge marketing strategies and personalized support tailored to your unique needs. By collaborating with us, you gain access to a network of industry professionals, like Jessi, whose dedication and knowledge drive your success.

Whether you’re looking to refine your current marketing efforts or embark on a new strategy, we’re here to guide you every step of the way. Our team is committed to delivering exceptional results and helping you achieve your business goals.

If you’re inspired by the insights shared in this post and want to explore how Sword and Spark can elevate your marketing strategy, don’t hesitate to reach out. Let’s work together to turn your vision into reality.

Thank you for reading, and we look forward to partnering with you.

About the Author: 

Jessi Engelke | OBM and Fractional COO

I help business owners streamline their businesses without losing their minds