In a fast-paced world where online selling reigns supreme, buyers have gained the upper hand, turning the market more customer-centric. This new-found power allows buyers to dictate where and how they want to buy their goods and has given them the ability to voice their opinions and share these through reviews and testimonials. As a result, businesses can no longer just sell their products; they also need to provide excellent customer service.
You are already aware of how customer feedback can affect the image and reputation of businesses, regardless of their size. This is why most companies invest heavily in improving customer service and end up reaping the rewards for doing so.
Customer relationship management (CRM) is any process or tool that allows a business to improve their customer interactions. However, when people talk about CRM, they commonly refer to a piece of technology—a web application or software—designed to help businesses manage customer relations under a single platform.
Today, CRMs are a necessity for most businesses, big or small. Imagine a tool that lets you set up and send automated emails so you can advise customers about new promotions, or set up a chatbot on your online store to answer inquiries while you’re away. A CRM will allow you to do that—and so much more.
With the number of features and add-ons a CRM can offer, it can be tough to identify which one suits your business best. If you are in the manufacturing or wholesale industry, your primary customers are other businesses—this means that you need a CRM that specializes in B2B. Your CRM should be able to give you a clear overview of your customers, analyze their purchase history, track orders, and provide support should they need it. Acquiring a CRM that fits your business can guarantee an increase in repeat customers, which can lead to newer clients via testimonials and referrals.
To help you identify the best CRM for your business, let’s first go over some of the features that wholesalers must have according to Discover CRM:
- Contact Management
This feature enables users to easily collect, store, and find contact information—including names, addresses, and telephone numbers. It serves as a database that integrates all information and communication activities linked to your contacts.
- Customer Opportunity Management
This feature keeps track of your prospects’ and existing clients’ buyer’s journey and allows for a smarter sales strategy by identifying those who are most likely to convert. The Contact Opportunity Management feature can also create workflows to give you better control over your sales process.
- Lead Management
This helps you identify your best customers based on psychographics and demographics. It allows you to create unique marketing strategies to get your targets’ attention and turn them into customers.
- Reports and Dashboards
Your business needs to work with accurate data based on the results of your marketing strategies in real-time. This feature allows you to analyze the results so you can see what works and what needs to be improved.
- Customizable Home Screen
Customizing the look and feel of your CRM can vastly improve the user interface and user experience (UI/UX) as customers navigate through your page.
- Sales Analytics
Understanding data from your sales allows you to predict trends and improve on your next campaigns. Sales analytics collects data from all areas—from your website traffic to social media, user polls, and customer reviews.
- Mobile CRM
A feature that allows you to work remotely is helpful when you need to be on the go. Access all CRM features, receive alerts, and manage everything from one central location via your mobile phone or tablet.
- Sales Automation
Automate your entire sales process with a feature that can cover everything from outgoing calls and follow-ups, as well as data organization. This allows you to make sure that various routine tasks are seen to, even as you free up your time to focus on other work like developing a new product.
- Sales Forecasting
Identify more accurate benchmarks for your sales and compare these with the actual results. Forecasting allows you to see if your sales team is on target or if they need to make changes to your future campaigns.
- Sales Collaboration
A feature that allows you and your team members to collaborate, discuss specific tasks, make project announcements, and give feedback. This is crucial for smooth operations.
Now that we’ve identified the main features that a wholesale CRM needs, here are the best CRMs based on the size of your business.
- Top CRM for Medium-to-Large Companies
Salesforce offers a wide variety of CRM categories and systems to meet your needs. It’s Cloud-based, which means that users can access its full functionality without having to install costly in-house hardware or computer servers. Access the platform from any mobile device or tablet.
Salesforce’s Strong Points
- Proven capacity to boost your success.
- Real-time business process management.
- Configure the system based on the changing needs of your enterprise.
- Top CRM for Small-to-Medium Businesses
HubSpot CRM is best for small companies who want to try out CRM solutions through a free version. HubSpot keeps all your contacts in one centralized, customizable database and lets you manage your pipeline so you can keep transactions moving forward. This CRM can easily scale with your business and provide you the necessary tools as you grow.
HubSpot’s Strong Points
- Sales and marketing are aligned.
- Behavior-driven communications.
- Flexible to scale.
- Top CRM for Small Companies / Early-Stage Startups
Zoho CRM is a system that meets both the needs of small and large enterprises. It features a customer hub that completes even the most specific operations that you can customize. Zoho CRM gives you full control of your sales pipeline with a variety of lead and contact management features while letting you conduct sales operations.
Zoho CRM’s Strong Points
- End-to-end lead and contact management.
- Opportunity tracking.
- Integration with other Zoho products.
Putting your customers at the heart of your business would mean dedicating time, energy, and resources to ensure they receive services at your best capacity. Therefore, it is necessary for you to choose the right CRM in keeping your customers happy and coming back for more. Determine which one addresses your needs and is fit to the size of your business, then choose one that can help you achieve your goals.