Five Misconceptions about Customer Relationship Management:

# 1 - Any old CRM system gives your business a competitive advantage. Maybe a few years ago, when the CRM software was as novel as the iPhone or YouTube.  Now they systems are as common as annoying cell phones ringtones.  That means your competitors probably have CRM systems. In order to provide you with an advantage, your CRM system must work smarter.  A trained professional can help by tailoring and customizing your sales & marketing system to reflect the way you want to do business, not the way it came out of the box.

 Most CRM systems utilize the same tools -- contact management, calendaring, opportunity management, and sales forecasting.  Advanced systems include the additional functionality of remote databases,  Web access, PDA synchronization, and accounting systems integration.  It takes a lot of expertise to determine what components provide maximum return on investment.  The implementation that you choose can take care of all that stuff so you can focus on running your business. 

 # 3 - Set it and Forget it

 Sure, you can set up your sales and marketing processes in a CRM system and just let it cruise; assuming your business, products, services, and industry is static.  In reality, you need to respond -- sometimes rapidly -- to changes in your market, product, or industry.  Your CRM system should be as flexible as you are.  In fact, many companies frequently change their CRM database to reflect changes in territories, products or marketing.

# 4 - We’ll be OK if we just do everything in-house

 There’s an old saying that friends don’t let friends install their software.  While your IT firm or in-house IT department can often install CRM software successfully, a Certified Consultant tailors the system to meet your objectives.  They also train your staff to use the new software.  That way it’s configured and customized to your specifications and provides optimized value.  You get a ‘custom designed’ system without having to build it yourself.  That leaves you and your staff with more time to run your business.

# 5 - We don’t need a Support Plan

 Sure, if CRM was as simple as a box of golf balls, where you just take one out and get on with your day.  In fact, tweaking your system or troubleshoot a glitch is all par for the course.  If you don’t have a support plan, prepare to wait for authorization.  Once authorized, you’ll spend hours on hold, and then, finally, you can struggle with the jargon as you again explain the problem/issue to someone sitting somewhere in a call center.  Ohh, and get charged extra.