Why CRM is important to business

Sep 30, 2015

CRM.jpgEvery business sells something to someone. Whether it be a service or a product, you write code or build ships; we all do something that is of value to someone else. While managing that workflow is important managing the relationships with your clients can be infinitely more important. At the end of the day it’s all about people.

The problem with business relationships

Is that there are so many of them. If in a single business you need to know and work with 2 or 3 people, and your business has 100 or 300 clients on the small scale – to thousands on the larger scale, how are you mean to remember ANYTHING personal about them? Moreover how can you remember the last time you even spoke to them? Is the relationship being nurtured to yield future work for your firm?

The problem with the future

Is that you don’t know what is going to happen. Not really. You can guess, you can plan, but at the end of the day this needs real information to make the BEST guess on what you are going to bring in the door; and so can make decisions on staff or other company resources to meet that projected work.

Client Relationship Management - Control and capitalise on those relationships

Good CRM software should integrate with your accounting software, with your operational software; and have all the relevant information on a client in one place. A dashboard to make tactical decisions on who you are going to expend your precious resources (time / money) on to yield the best results; who you haven’t seen in a while, and who you have large quotes on to chase and close the deals. The more information you have, the better decisions you can make.

  • Organise & Priorities existing clients and leads. Who are you going to call today?
  • Single Page overview of clients, including communication, sales, quotes, full history in a single place so you don’t need to go looking for it.
  • Mobile access should be a must – face to face meetings don’t happen at your desk all the time.
  • Sales Pipeline – Company Planning and ensured flow of work is critical.
  • Team Performance – KPI’s, see how your sales guys are going (or yourself). This is also great incentive for sales guys.

Its also about marketing

New leads, new contacts at clients, all this information is gold. It should be collected and used where possible. Great CRM software integrates; contacts added to accounting software or operational software should be shared both with the CRM and fed into your email marketing tool. Constant contact with clients keeps you top of mind, and all it takes is a monthly email giving a few tips, tricks and information that can help the client achieve more, without costing you. For tech this is easy, but it could be for a butcher or engineering firm as well. Keep it simple, it’s amazing what happens when you help your clients understand your industry better. Plus email campaigns are free or very low cost; all it will cost you is time. 

Tropical Business Solutions is an Exsalerate CRM Certified partner. Exsalerate integrates seamlessly with WorkflowMax, Xero & Mailchimp - making it the perfect tool for a large number of SME's in the NT. Check out our product page - and if you are interested let us know and we will put together a proposal - Call 08 8922 0000 or drop a line.


Daniel Ladlow & Sonia Malady
Tropical Business Solutions 

Category: Technology

Daniel Ladlow


Director at Tropical Business Solutions