Don’t buy your roofing CRM blind.

First, come up with a plan to make the most of your CRM for your roofing business.

So you just got a shiny new CRM. Now what?

There’s a ton of pressure for roofers to use a CRM. After all, sales are the cornerstone of any healthy roofing business. Any help you can get managing those customer relationships makes a huge difference.

But too many roofers pull the trigger and get a CRM with no plan. CRMs are a pain to set up. They can get expensive. And they can get confusing fast. It’s like diving into an alligator-infested swimming pool for your first swimming lesson.

But a little upfront planning goes a long way. Here’s how to make a CRM strategy for your roofing business!

Why Roofers Need a CRM

Picture this: your client list is a beast. You can’t keep it all in your head. Forget a call-back? That’s money walking out the door. CRM steps in and keeps those details straight. It’s like having a second brain, one that never forgets and never misses a beat.

A good CRM also saves you time. Ever spent hours digging through emails to remember what you promised Mrs. Jones about her leaky roof? With CRM, all those chats are in one spot. No more wild goose chases. Just quick access and faster follow-ups.

And let’s not forget tracking progress. You want to know who’s buying, who’s just kicking tires, and who’s ready to sign on the dotted line. CRM shows you the whole landscape, like a map through the jungle. You see where you are and where you need to go.

CRMs aren’t just for the bigwigs. Even the local roofer down the street needs one. It’s not about being fancy. It’s about being smart. Use every tool at your disposal, and a CRM is one heck of a tool.

Creating Measurable Goals for Your CRM

Alright, so you know why getting a CRM is important. Now let’s talk goals. You wouldn’t start a roofing job without a plan, right? Same goes for your CRM.

First up, set clear targets. Want to increase your follow-ups? Aim for a certain number each week. Want to boost your sales? Set a monthly revenue goal. Have a weak spot? Focus on it. If your follow-ups lag or your closing rate stinks, make that a goal. The more specific the goal, the better your results.

Next, track those goals. Your CRM is like a scoreboard. You can see your wins and where you need to improve. Maybe you’re great at getting leads but not closing deals. Your CRM will show you that.

Use the data. If your CRM shows that most clients respond better to emails than calls, focus on that. Don’t just set and forget your goals. Adjust as you go. Think of it like tweaking your swing on the golf course. Small changes can lead to big improvements.

Share your goals with your team. Get everyone on the same page. When everyone knows the targets, it’s easier to hit them. Plus, it builds a sense of teamwork. Everyone pulls together to reach those milestones.

Choose the Right CRM to Meet Your Needs

Alright, let’s dig into picking the right CRM. Not all CRMs are the same. They come in different flavors, and you need the one that fits your needs like a glove. We’re talking about operational, collaborative, and analytical CRMs. Each one crushes different goals.

Operational CRM

Operational CRMs handle the day-to-day. They automate those repetitive tasks that suck up your time. Think of them as your trusty assistant. Need to streamline your sales process? Boom, operational CRM to the rescue. It manages contacts, tracks interactions, and automates follow-ups. You’ll find more time to focus on what matters: closing deals and building relationships.

Collaborative CRM

Next, we’ve got collaborative CRMs. These bad boys are all about teamwork. If you’ve got a crew working together, this type is your best friend. It lets everyone share info and stay in the loop. You avoid the “left-hand doesn’t know what the right hand’s doing” scenario. It’s perfect for ensuring that everyone from sales to customer service is on the same page. You’ll see happier customers because they get consistent, informed service every time.

Analytical CRM

Now, analytical CRMs are like having a wise old sage in your corner. They dive deep into data and pull out golden insights. You want to know which marketing efforts hit the mark? Or which customer segments bring in the most cash? Analytical CRMs lay it all out for you. They help you understand trends, customer behavior, and where to focus your efforts for maximum impact.

We’ve written an article about the three types of roofing CRMs. Check it out to learn which CRM works best for different roofers.

Crushing Goals with the Right CRM

Setting a goal to improve customer satisfaction? Collaborative CRM helps by ensuring smooth communication and a unified approach. Looking to boost efficiency and reduce busy work? Operational CRM streamlines your processes. Want to dig into data to find your next big move? Analytical CRM provides the insights you need.

So, choose wisely. Match your CRM to your goals, and watch your business soar. Operational, collaborative, or analytical—each has its strength. Find the one that fits, and let it do the heavy lifting. Your business will thank you.

Pro Tip: Remember What CRM Stands For

Alright, here’s a nugget of wisdom for you. CRM stands for Customer Relationship Manager. It’s easy to get caught up in all the bells and whistles, but at the end of the day, you need a CRM that helps you manage those customer relationships. That’s the name of the game.

Make a Detailed Map of Your Sales Process

Alright, let’s roll up our sleeves and dive into mapping your sales process. This step is crucial. A clear map helps you align your CRM with your sales process, making everything run like a well-oiled machine.

Identify Your Sales Stages

First things first, break down your sales process into stages. Typical stages might include:

1. Lead Generation. Attracting potential customers through marketing efforts.
2. Lead Qualification. Determining if these leads are worth pursuing.
3. Initial Contact. Reaching out to leads to start a conversation.
4. Needs Assessment. Understanding what the customer needs.
5. Proposal. Presenting your solution to the customer’s problem.
6. Negotiation. Discussing terms and prices.
7. Closing. Finalizing the sale.
8. Post-Sale Follow-Up. Ensuring customer satisfaction and seeking referrals.

Define Tasks for Each Stage

For each stage, outline specific tasks. In general, CRMs step in after lead generation. Here’s a quick rundown:

• Initial Contact. Send introductory emails, make phone calls.
• Needs Assessment. Schedule meetings, ask probing questions.
• Proposal. Draft proposals, send quotes.
• Negotiation. Handle objections, adjust terms.
• Closing. Send contracts, collect signatures.
• Post-Sale Follow-Up. Send thank-you notes, request feedback.

Set Up CRM Automation

Use your CRM to automate repetitive tasks. For instance:

• Lead Generation. Automatically add new leads from your website or social media.
• Initial Contact. Trigger text and email sequences for new leads.
• Proposal. Use templates to quickly draft and send proposals.
• Post-Sale Follow-Up. Schedule follow-up reminders to check in with customers.

Customize CRM to Match Your Process

Your CRM should reflect your sales process. Customize fields, pipelines, and tags to fit your process. If you call your leads “prospects” instead of “leads,” update your CRM terminology. This makes it intuitive and easy to use.

Tracking Results

Now that you’ve mapped your sales process and integrated your CRM, it’s time to track your results. You need to see if you’re getting a return on investment (ROI) from your CRM based on your goals. If you’re not seeing the results you want, you’ve got two options. You can either fine-tune your current CRM or start from scratch with a new one.

Measure Your ROI

First, determine if your CRM is paying off. Compare the cost of the CRM with the benefits it brings. Look at metrics like:

• Increased sales
• Improved customer retention
• Reduced time spent on administrative tasks
• Better lead conversion rates

Use your CRM’s reporting tools to track these metrics over time. If you’re hitting your goals, great! If not, it’s time to dig deeper.

Analyze Your Usage

Check if you’re using your CRM to its full potential. Are you taking advantage of all the features? Is your team fully trained? Sometimes the issue isn’t the tool but how you’re using it. Here’s what to look at:

• User Adoption: Is everyone on your team using the CRM consistently?
• Data Accuracy: Are all interactions and updates being logged accurately?
• Feature Use: Are you using all the CRM features that could benefit your business?

Fine-Tune Your CRM

If you’re not getting the ROI you expected, try fine-tuning your CRM. Here’s how:

• Adjust Workflows: Modify your CRM workflows to better match your sales process. Maybe you need more automation or a different approach to lead scoring.
• Training: Provide additional training for your team. Ensure everyone knows how to use the CRM effectively.
• Customization: Tailor your CRM further to meet your specific needs. Add custom fields, reports, and dashboards that reflect your business goals.
• Integration: Ensure your CRM integrates seamlessly with other tools you use. This can streamline processes and reduce manual work.

Start Fresh

If tweaking your current CRM doesn’t yield the desired results, it might be time to consider a new CRM. Here’s how to approach it:

• Identify Needs: Reassess your business needs and goals. What didn’t work with the old CRM? What features are non-negotiable in a new one?
• Research: Look for CRM options that align better with your needs. Read reviews, request demos, and compare features.
• Plan Migration: If you decide to switch, plan the migration carefully. Ensure data transfer is smooth and your team is prepared for the transition.
• Trial Period: Consider a trial period with the new CRM before fully committing. Test it out with a few team members to see if it fits better with your process.

Tracking results isn’t a one-time task. Make it a regular practice. Schedule quarterly reviews of your CRM performance. Stay flexible and open to changes. The business landscape evolves, and so should your tools and strategies.

Conclusion

To wrap it up, a well-planned CRM strategy can transform your roofing business from the ground up. By selecting the right CRM, setting specific goals, aligning it with your sales process, and continuously tracking your results, you ensure that every customer interaction is optimized and every opportunity is maximized. Embrace the power of CRM, and watch your roofing business and your bottom line soar.

And while you’re at it, why not check out ProLine CRM? It’s a communication-first CRM built for roofers. The demo takes just an hour and it’s completely free!

You can also check out our CRM overview to get a feel for what makes ProLine so different.

And if you want to see which roofing CRMs might match your goals, check our guide to the top 8 roofing CRMs.