Companies looking to implement CRM software to automate and streamline their internal business processes are often surprised at the number of alternatives there are to choose from. There are literally hundreds of solution providers with price points starting at free and ranging up to $200 per user per month. This makes the selection process daunting.

Over the past decade the CRM software sector has been so overhyped that companies not fully vested in the CRM sector claim to offer some component of CRM. We are now seeing this with Artificial Intelligence (AI). No one wants to be left out of this booming sector, so many solution providers now claim to offer some form of AI.

Step One – Determine the Level of Solution You Need

So how do you go about finding the right CRM product for your business? Well, there is a trap that many businesses should try to avoid. Most people are not professional software reviewers and as such often turn the selection process into a feature function war. Here is what I mean.

They typically review up to ten different products, then narrow the number down to two or three based on who has the most features at the lowest price. It is hard to argue with this process, because other than checking customer references the reviewers are not sure what else to do.

While the CRM software industry offers a myriad of alternatives, the products typically fall into three specific categories. They are enterprise solutions, mid-market products and low cost or freemium offerings CRM software for small business or those that just need the basics.

So, step one is to determine what category your business fits into.

Enterprise Level Solutions

These products are designed to address complex business processes, offer scalability to support hundreds of users, are highly customizable and offer integration with third party software programs you may be using today. It is important to note however that these products are expensive to implement, cumbersome to use and often require third party engineers during and after the implementation process.

Small Businesses Products

These solutions are designed for businesses that just need the basics, there are dozens of low cost or freemium products to choose from. They are marketed as easy to use and easy to implement, and they are. This is simply because they offer limited functionality, very little customization, and limited customer support services. There are however several very good choices for the small business community that simply wants to manage companies, people, activities and track sales at an affordable price point.

The Middle Market

Middle market companies are those that need more functionality, customizability and support services than are offered by low-cost cookie cutter solutions, but who do not need or want the cost and complexity of enterprise level offerings.

Step Two – Product Comparisons

Now that you have identified what level solution you need for your business how can you distinguish one competitor from another? Well, for enterprise level solutions it’s mostly about the overall cost versus features and functions. These products offer comprehensive functionality so you will need to compare the annual cost of the software, implementation, training, customization, data migration and post implementation support.

If you are in the small business category looking for the basics or something free, most of the features offered by the different vendors are the same. So, you will want to focus on the look and feel of the product, its ease of use, and support services (if any) should be on your reviewers list of items to find out about.

Middle market products offer a pretty comprehensive list of features so the chances that one vendor offers capabilities that are so unique is very unlikely. You will need to find other ways to distinguish one vendor from the other. Let me suggest an idea.

(Full transparency here)

I am the CEO of Commence Corporation. My firm has been in the CRM sector for three decades. During this time, we have been engaged in hundreds of CRM implementations and have discovered the key components required for the successful implementation and utilization of CRM software.

Commence has a distinguished track record in the CRM sector, but this has not occurred because we have the longest list of features and functions. It is because we have coupled our product with an array of value-added professional services that ensure the proper utilization of the software. This has resulted in a rapid return on investment for our customers.

Let’s face it. CRM is intensive. The software does not run your business, people do. You need to have experienced sales, marketing and customer service resources that can develop internal business processes which can then be automated by the CRM software.

The challenge is that many of the businesses we work with often do not have these resources in place. This is where Commence is differentiated from the competition. We have coupled our software with an array of professional services for Sales and Marketing Enablement, Help Desk Ticketing and Customer Service. If you do not have a sales process in place for tracking new opportunities, we will incorporate one for you and train your staff in how to use it. Need help designing marketing campaigns for distribution? We will do it for you and distribute the mailers as well. Commence even offers lead generation and Search Engine Optimization services. This is what differentiates Commence CRM from the competition.

If you are looking to implement a CRM system for your business, you will of course need to ensure that the product meets your functional requirements. But also make sure you know what value-added services each vendor provides to ensure your success with the system you choose.