A CRM is often chosen from a feature list or on a friend's recommendation. Three months later it turns out it does not connect to the shop, the mobile app is awkward and the module you need costs extra. The team goes back to the spreadsheet.
You can avoid this by answering a few simple questions before you choose.
First describe the 3 to 5 processes the CRM has to run, then check integrations with your services, the full yearly price for the whole team and whether you can export your data. Test two or three finalists for two weeks on real customers and pick the one your team actually uses.
First describe what the CRM has to do
Do not start by comparing systems. Start with how a sale works in your business:
- where enquiries come from: website, Amazon, Instagram, phone;
- which stages a deal or order goes through;
- what happens after payment: shipping, documents, follow-up;
- who will work in the CRM and on which devices.
One page is enough. With it you will see straight away which systems do not fit.
Ready-made or custom
For most small businesses a ready-made CRM is enough: it can be running in a few weeks and you do not pay a developer. A custom system makes sense when the processes really are unusual, for example in manufacturing with its own stages and calculations.
Often the best option is in between: a ready-made CRM plus a few additions where something is missing. That is usually what we recommend.
Seven questions before you choose
- Does it integrate with what you already use: your shop, payment provider, courier, invoicing tool?
- What will the whole team cost after a year: price per user × number of people × 12, plus paid add-ons.
- Is there a mobile app that is comfortable to use on the move?
- Can you export all customers and deals if you ever want to switch?
- Where is the data stored, and does the system meet GDPR requirements?
- Is the interface in a language the whole team is comfortable with?
- Who helps with setup and data migration, and what does it cost?
Which systems to look at
Among those popular with small businesses are Pipedrive, HubSpot and Zoho CRM. None of them is best for everyone. Ask each the same seven questions and see which answers best for you.
How to test a CRM in two weeks
- Keep two or three finalists.
- Move 20 real customers and the current deals into each.
- Work in them for real for two weeks, not on test data.
- At the end, ask the team which one they would keep.
The team's view matters more than the feature list: a CRM nobody uses delivers nothing.
What not to do
- pick the system with the most features;
- buy a yearly plan "to grow into" with modules you might need someday;
- start from scratch without moving existing customers;
- roll it out without one person on the team responsible for the CRM.
Once the system is chosen, start with the features that give time back fastest; here is which ones. If orders are still entered by hand, work out what that costs. We can help with the choice and the setup and give you the price and timeline before any work starts.
Frequently asked questions
How much does a CRM cost for a small business? +
Many systems have a free plan for a few users. Paid plans usually cost from a few euros to a few dozen euros per user per month, plus a one-off setup.
Can I start with Excel? +
You can; at the very beginning a spreadsheet is better than nothing. But it will not give you reminders, customer history or automatic leads, so once you have more than a few dozen customers it is time to move.
