Creme de la CRM

We ran strings across the Atlantic for these tin can mics we use, so that we could have the immense pleasure of speaking with Jereon Courthout, CEO & co-founder of Salesflare (https://salesflare.com/) which is a CRM for small businesses in the B2B space.

 

He speaks with us a bit about a key strategy he uses for growing and thriving in the ferociously competitive CRM software space, which is both flooded in terms of total number of competitors with 650+ active CRM software companies, and also includes some series behemoths, spanning both both enormous public companies and VC cash-stuffed newer entries to the category as well. Growth in standard, simple channels like most advertising spaces isn't easily attainable for any CRM company, and so Jeroen and company have needed to become ultra-thoughtful in their efforts.

 

This key strategy he discusses, derived after a few years of running the company, was moving their core management focus from working on individual and teams goals, to working on individual and team habits. Goals are still a part of the company's methods, but the focus on a day-to-day and week-to-week level has shifted to adopting better habits. This leads to strong results when the monthly, quarterly, and annual goal checks do come around.

 

We also talk about how and when to automate customer relationship elements, and how to get there. Jeroen's guideline is to never robotize anything that makes you seem more robotic to the customer, and focus on automating the customer interactions that make real human salespeople feel like robots. Preserve all of your quality time with customers, trying to automate any of that away is a trap, only seek to eliminate garbage time. Jeroen says anything that leaves a Bad Impression (SNAKES ON A PLANE MOMENT ACHIEVED) with the client should be ditched immediately.

 

We talk about how there are a lot of annoying chat bots that are prime examples of over-automation, including some surprising bad examples from makers of chat bots themselves, though Jereon does think GPT3 and other advances in ML around conversation mean we might see a new wave of truly useful new chatbots coming soon.

 

Jeroen details how to set yourself up for success when CRM shopping, and starts with noting you should understand that whatever kind of company you are, there's a niche of CRM companies for your industry, and then plenty of companies, including the large generalist CRMs, which might not be a good fit for you at all.

 

You should also try multiple CRM systems, and trying them means trying them with everyone on your team who will use it. The CRM with the highest % of people using it, because they're comfortable with it, will almost always be the best.

 

Thirdly, trying it with the whole team requires you to set some standards and build some consensus up front around how the CRM will be used. Ten people recording things ten different ways will result in unmanageable chaos, so some legwork upfront will ensure your whole-team trial goes well.

 

Jeroen, and the hosts, all dislike RFPs and RFIs. Absolute box-checker trash. Do not RFP our podcast for media, you are not going to like what we decide P stands for. "Nice request for Poop Jokes, we'll get back to you with something this afternoon" and with our maturity levels, buddy, that will be a 130 slide deck. Salesflare undoubtedly have a much more mature and helpful request, but still, make sure it's a well-intentioned and crafted RFP if you're going to send one of those to anybody.

 

For those of you looking for more CRM tips to close more deals, Jereon does a regular webinar you can sign up for at https://webinars.salesflare.com/how-to-use-a-crm/