How to Choose a CRM for Your Small Business

Hey there, fabulous friends! Today, we’re diving into one of my all-time favorite topics—CRMs! But hold onto your hats, because this isn’t just another episode where I chat about Dubsado or even Honeybook. Nope, we’re going way deeper into how to choose a CRM, what features you should look for, and how a CRM can actually help you run your business.

But, before we get started, if this is your first time here, a big warm welcome to my little slice of the web. I’m Colie, your new systems fairy godmother. Whether you have questions or want some advice on perfecting your systems and strategies, I’m all ears and ready to assist! Want to know more about me? Head here.

PS: Are you a photographer looking for the best CRM to grow your business? I compare 7 of the main CRM options in my CRM comparison guide here.

How to Choose a CRM: It’s NOT About the Price Tag!

This might be the most obvious factor on the list, but bear with me while I say it anyway. When you choose a CRM, don’t let the price tag be your guide! I’ve probably mentioned this a zillion times on my podcast, but I’ll say it again here: skimping on your CRM is definitely not the shortcut you want to take.

Your CRM isn’t just another expense; it’s the powerhouse that helps you rake in those client payments! While snagging a CRM for less than $20 a month might seem tempting, trust me, there’s often a reason why it’s that affordable. And yes, it might seem to fit your needs now, but fast forward a year—when you’ve got more clients and your processes have evolved—and suddenly, you find yourself saying, “Oh, my CRM can’t do that.” So hi, this is me, trying to save you from future headaches. Invest in a CRM that does the most for your business right from the start.

What you need to know about “starter plans”

In the last few years, some of the CRM companies have created starter plans to try to appeal to more budget-conscious new businesses. They are doing this because, as someone who has changed CRMs three times, it is NOT an easy thing to do. CRM companies KNOW this so they are trying to hook you in at a lower price so that you don’t leave them as their business grows even if there is a better option for your business. So while I’ve already told you not to choose a CRM based on price, this is me reminding you again, that you shouldn’t choose a CRM based on price.

CRM Features Every Business Needs

No matter which CRM you’re eyeing, they all have the basics down—client management, invoicing, payments, contracts, and communication options. But, not all CRMs are created equal. The features can really vary, so again, I recommend checking out my comparison guide to see who excels at what. It’s super handy to choose a CRM that ticks all the boxes for easy comparison. We’re not focusing on pricing today, but if you’re curious, all those details are in the guide too.

Now that I’ve told you the features that you NEED your CRM to have, let’s talk about the features that not all of them have (that may make a difference when deciding which one is right for you!).

Consider Design + Customization Options

If you’re a photographer, brand designer, interior decorator, or work in another visual industry, a customizable and aesthetically pleasing CRM is going to be important. After all, you’re asking clients to invest in your services. You want them to know that aesthetics matter to you if that’s the nature of your services!

For my fellow visual artists, I can’t recommend Dubsado (first choice) and HoneyBook (second choice) enough. These platforms shine in customization, letting you showcase your work beautifully across proposals, smart files, and brochures, complete with images, videos, and rich text.

If aesthetics aren’t as important in your industry, No worries! You can totally consider 17hats or Tave, which are fantastic for their robust automation that streamlines your business behind the scenes.

Choose a CRM with the Workflows + Automation You Need

Every CRM offers something like a “workflow,” (or pipeline, or sequence, or whatever their “coined term is), but what sets some apart are the specific actions and triggers available within these workflows.

For instance, consider setting up an automated follow-up email that is sent 48 hours after a proposal if the client hasn’t booked yet. This type of workflow automation is indispensable to me, and it might become beneficial for you too, especially when you realize how much time and mental energy it saves (and how it reminds more people to actually book!).

Manually tracking each lead’s progress is time-consuming. Opting for a CRM that either handles follow-ups automatically or at the very least alerts you is incredibly beneficial. This means you don’t need to constantly monitor every lead’s status—your CRM does the heavy lifting. This is one feature I’m personally never willing to give up – ever! It’s what truly separates a tier-one CRM from a lower-tier CRM, in my opinion.

While Tave offers the most robust workflow options, they are less intuitive to set up (compared to Dubsado or Honeybook, for example). I used to be a Tave user before I switched to Dubsado (for the design and customization options I mentioned above).

How Important are CRM Integrations to You?

Let’s talk about integrations, a hot topic when someone is about to choose a CRM. It’s common to look for CRMs that mesh seamlessly with tools you are already using (like QuickBooks for invoice management). Although some CRMs offer direct integrations, it’s not a deal-breaker if they don’t (in my opinion). Software like Zapier can bridge that gap, so don’t sweat it if your CRM and QuickBooks aren’t directly connected and don’t let it be a deciding factor for you.

For my fellow photographers, if you’re looking for an all-in-one solution, you might want to check out Sprout Studio—it combines CRM and an online gallery beautifully.

Why Schedulers Matter When You Choose a CRM

Next, let’s talk about schedulers—a feature I know causes a stir when it’s missing from a CRM! Despite my usual stance that integrations aren’t everything, the absence of a scheduler might be an exception. While you do always have the option to integrate external schedulers like Acuity or Calendly, it is convenient to have a scheduler native in your CRM platform.

Lastly, When You Choose a CRM, Ease of Use Matters

As we wrap up our CRM discussion, I want to address user-friendliness. If you’re wondering about the ease of setup and use among the top CRMs for photographers—here’s the scoop. While I have a soft spot for Dubsado for its robust features and how well it caters to small businesses’ needs, I think that HoneyBook often comes out on top for ease of setup, particularly if you’re tackling this solo (but hey – you can always snag my CRM blueprint course to make the setup of Honeybook or Dubsado super easy).

Overall, I Recommend Dubsado or Honeybook for Photographers (+ Other Visual Artists!)

While no CRM is perfect, if you’re trying to choose a CRM, I really think you can’t go wrong with Dubsado or Honeybook. While neither is perfect, both are really set up well to brand your business proposals, invoices, contracts, and other collateral in an aesthetic way, which IS important if what you’re selling involves visuals. My personal favorite is Dubsado, but Honeybook is a close second!

Wrapping Up: Your Guide to Choosing the Right CRM

While we’ve kept things pretty broad today, don’t forget you can dive deeper by downloading the comparison guide for a breakdown of specific CRM features.

Ready to supercharge your client booking and onboarding process? I’ve got just the thing for you! Grab my CRM Blueprint Course and learn how to set up everything you need in Dubsado or HoneyBook in just 10 days. Or, if you’re looking for a speedier solution, check out my QuickStart Guide for Dubsado and HoneyBook.  

Would you rather listen to the episode?