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March 21, 2026 · Louie Bernstein
How to choose a CRM system
CRMsales process
There are too many CRM systems on the market for me to go through how to use them. To me, they're all the same but different. And you may already be using one.
Here's my list of CRM requirements:
1. Task-driven. Your Salespeople need to have the CRM system alert them as to what they need to do each day. It should be driven by a prior activity or Task.
2. Email to and from the CRM system. Any time you send or receive an email to a prospect or customer, there needs to be a record of it in the CRM system.
3. Easy Reporting. I have seen too many systems that make it a chore to give you the information you need. You should be able to create, save, and schedule reports. A graphical dashboard display of data is helpful for quick analysis of forecasts, sales amounts, etc.
4. Flexible Stage and Opportunity Management. Keep it simple. No more than five or six Stages are needed for any prospect. Make sure your CRM system allows you to quickly and easily define the stages, even if you change your mind down the road. Your Stages will feed directly into your Opportunities, which are going to enable you to manage and forecast your business.
5. Lead Creation. You want the capability to capture a lead via your website, have it create a lead record in the CRM system, and alert someone that a lead has been created.
6. Lead Source. You need to know where your business is coming from so you can invest more in that area and avoid others. Your CRM system needs to have an easy way to set up and report on Lead Sources.
Frequently Asked Questions (FAQs)
1. Why is a CRM system essential for a new business? A CRM acts as your "system of record." It allows you to manage your business effectively by ensuring every interaction and activity is documented. As Louie says, "If it isn't in the CRM system, it never happened."
2. How does a CRM help manage a sales team? It creates accountability and efficiency. By ingraining the habit of logging every activity into the system, you ensure that your team is organized and that you have full visibility into the business's sales operations.
3. What role does AI play in modern CRM systems? Many current CRMs come equipped with built-in AI that allows you to research prospects instantly. You can find personality types, profiles, and buying habits, making it an incredible time to be in sales with these data-driven insights.
4. What is the most important feature to look for in a CRM? The system must be task-driven. A task-driven CRM ensures that salespeople aren't fumbling around wondering what to do next; it keeps them as efficient and effective as possible by clearly defining their next steps.
5. When should I consider switching to a new CRM? You should consider a switch if your current system lacks essential features, like being task-driven or having AI integration, that help you maintain control and efficiency. Having the right tools is key to moving from chaos to clarity.
Here's my list of CRM requirements:
1. Task-driven. Your Salespeople need to have the CRM system alert them as to what they need to do each day. It should be driven by a prior activity or Task.
2. Email to and from the CRM system. Any time you send or receive an email to a prospect or customer, there needs to be a record of it in the CRM system.
3. Easy Reporting. I have seen too many systems that make it a chore to give you the information you need. You should be able to create, save, and schedule reports. A graphical dashboard display of data is helpful for quick analysis of forecasts, sales amounts, etc.
4. Flexible Stage and Opportunity Management. Keep it simple. No more than five or six Stages are needed for any prospect. Make sure your CRM system allows you to quickly and easily define the stages, even if you change your mind down the road. Your Stages will feed directly into your Opportunities, which are going to enable you to manage and forecast your business.
5. Lead Creation. You want the capability to capture a lead via your website, have it create a lead record in the CRM system, and alert someone that a lead has been created.
6. Lead Source. You need to know where your business is coming from so you can invest more in that area and avoid others. Your CRM system needs to have an easy way to set up and report on Lead Sources.
Frequently Asked Questions (FAQs)
1. Why is a CRM system essential for a new business? A CRM acts as your "system of record." It allows you to manage your business effectively by ensuring every interaction and activity is documented. As Louie says, "If it isn't in the CRM system, it never happened."
2. How does a CRM help manage a sales team? It creates accountability and efficiency. By ingraining the habit of logging every activity into the system, you ensure that your team is organized and that you have full visibility into the business's sales operations.
3. What role does AI play in modern CRM systems? Many current CRMs come equipped with built-in AI that allows you to research prospects instantly. You can find personality types, profiles, and buying habits, making it an incredible time to be in sales with these data-driven insights.
4. What is the most important feature to look for in a CRM? The system must be task-driven. A task-driven CRM ensures that salespeople aren't fumbling around wondering what to do next; it keeps them as efficient and effective as possible by clearly defining their next steps.
5. When should I consider switching to a new CRM? You should consider a switch if your current system lacks essential features, like being task-driven or having AI integration, that help you maintain control and efficiency. Having the right tools is key to moving from chaos to clarity.