What to Look for in a CRM

A customer relationship manager (CRM) is critical to the success of just about any company that has customers, which is to say every company. Whether you’re selling a product, a service, software, or subscriptions, you have customers that are the lifeblood of your business and you need to take care of those customers to make sure they keep coming back. That’s what a CRM is for, but unless you know what to look for when you’re perusing Sonary CRM reviews, you may not get a product that’s right for your company. Here are the top benefits that should come with every CRM.

Fast, Simple, Intuitive

You want your employees to use the CRM software and they won’t if it’s slow, hard to use, or difficult to navigate. Salespeople, who are going to be the heaviest users of your CRM, don’t want to spend a lot of time in training because they’re missing out on sales for every minute they sit at a desk watching tutorials. They want something they can learn to use on the job and will make their duties easier.

In a recent study, more than half of sales representatives said the most important feature of a CRM is ease of use. They want to capture the information they need for future outreach efforts, but they don’t want to spend too much time doing it. A good idea is to always trial the software you’re considering and have your salespeople use it in the field before making a decision.

Company-Wide Communication

Any CRM that you choose should allow for simple company-wide communication. If a sales representative needs marketing assistance, they should be able to tag that department to get the support they need. If a customer service representative gets a call from an unhappy customer, the communication tools on your CRM should flag that issue for a manager to contact right away to solve the problem.

Collaboration is the key to a successful business and the only way to make sure everyone is on the same page is to have open communication. A good CRM is one that gives the people who need it access to customer information and allows them to communicate with team members and other departments to fully manage the customer relationship.


Certainly, you don’t want a CRM that costs a fortune for features you don’t use. But, it’s a common problem that companies buy more than they really need and end up only using a fraction of what a software product can do. Carefully assess your actual needs and only look at those features when you’re searching for a CRM. Salespeople will try to wow you with advanced features and other software capabilities, but if you’re not going to use them, don’t pay for them.

To avoid this issue, conduct your software searches before you contact a salesperson from the software company for a demo. That way, you will have narrowed down your choices to only those companies that offer the exact features you need and any others that you think will be beneficial to your employees.


With all the CRM options available today, it can be a daunting task to select the product that’s right for your company. But if you take your time to really think about what your needs are and allow your sales team to have input into the decision, you’ll end up with a CRM that helps your company grow.

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I have always been a shopaholic. A lot of times my questions went unanswered when it came to retail questions, so I started Talk Radio News. - Caitlyn Johnson

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