A reliable roadmap for CRM implementation

After suffering through a dozen product demos, you finally decide to take your flooring business to the next level by subscribing to a CRM—now it’s finally time to begin the process of implementation. However, implementing a system like this will require significant resources from both you and your software vendor. As such, this process must be designed and executed carefully in order to achieve your goal: to set up a system that both simplifies and optimizes your job process.

Here are a few key components on the path toward a successful implementation:

Define your pain points

Typical issues in flooring operations include:

1. Miscommunication of job expectations to/from customers.
2. Company data is spread-out and untraceable: paperwork is locked away in file cabinets and boxes.
3. Missed/overlooked details of installations and schedules.
4. Sales reps have no platform for accountability—resulting in lost sales and lost time.
5. Company information is inaccessible.
6. Lost money on projects due to lack of communication, missing information or documentation errors.
7. Lack of transparency within marketing channels (i.e., “Where did we receive this lead?”) and inability to report on marketing channels.

Prioritize the stages

Most flooring businesses share the same primary issues. These issues can be grouped into categories, and can be solved incrementally:

1. Lead Tracking.
2. Documentation.
3. Procurement and warehousing.
4. Sales process.
5. Customer communication.
6. Takeoffs & estimating.
7. Installation scheduling.
8. Cataloging customer info.
9. Marketing.
10. Industry-specific programs

While generic CRM systems like Salesforce, Zoho, Hubspot, etc., are popular in most other industries, they can be a bit overwhelming, highly priced and are often overkill for most flooring businesses.

Here are some key considerations when selecting a flooring-trade-specific CRM:

1. Product catalogs need to include flooring product specifications (i.e. style, color, width, roll length, cut length, box quantities, etc.).
2. Previously completed takeoffs can translate into quotes, bids, purchase orders, schedule of values and more.
3. Installation schedules should include installer calendars, as well as work orders with seam diagrams and layout.
4. Advantages are compounded if the product catalog is integrated with your vendors through FCB2B online.

Implementing a CRM system can be a fruitful journey, but only with a predefined roadmap and appropriate expectations. It is critical that you: set your specific achievement goals in detail; identify and document your key workflows within each stage; and implement one stage at a time until results are achieved and expectations are met.

Steven Wang is CEO of Measure Square, a takeoff estimating and flooring job CRM software company since 2002. He may be reached at: steven@measuresquare.com.