February 13, 2019
CRM's Are about Value, Not Cost
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“It’s too expensive,” he said.
I hear it all the time. “First you have to buy the licenses, which aren’t cheap! THEN, we have to pay a firm like yours to actually implement Salesforce. It's prohibitively expensive for just a CRM.”
I nod quietly, realizing this executive means well. They are concerned about putting their company in a financial bind by committing to a tool they can’t pay for. I respect that.
On one hand, it’s a wise position. On the other, it’s shortsighted and misplaced.
Let’s back up. What do you think a CRM is? If you are reading this, you may know that CRM stands for Customer Relationship Management. That doesn’t seem to mean much anymore though, as the market has been flooded with tools of varying degrees of usefulness.
I can manage my customers with a sticky note and a pen. A spreadsheet. My old palm pilot. Who needs a modern tool?
If I offered to sell you a Bic ballpoint pen for $4,000, you would decline. If I offered to sell you the Empire State Building for $1m, I have a feeling you would find a way to come up with the cash. What’s the difference? Value.
The pen can only do the same thing any pen out there can do, and most can do it for 10,000% cheaper. But the Empire State Building rental revenue per day would cover your purchase costs instantly, making it an insane investment.
If a CRM is as complex as a sticky note on your desk, then it isn’t very valuable and shouldn’t cost very much. A tool like Zoho is priced well, given
What would that value be worth to you per month?
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