How to choose the best sales tool
Choosing sales tools isn’t just about ticking boxes – it’s about finding the ones that actually make your life easier. Pick the wrong ones, and you’ll be stuck with headaches, wasted money, and a lot of “why did we buy this?” moments. But the right tools? They can help streamline your workflow, boost productivity, and make growing your business feel like less of a struggle.
In this article, we’ll break down how to choose sales tools that actually work for you, so you can save time, money, and maybe even your sanity.
1. Make sure you know what you need
The first step is knowing exactly what sales function you are looking to solve or have completed for you. Much like in a sales pitch, you can’t overcome a challenge if you don’t know what it is. So take the time to understand where the weak points in your funnel are and where a tool may fit in best. This is also helpful in avoiding overspending on tools that come with all the bells and whistles. Really ask yourself, do I need that whistle? If you are only looking for support in lead generation, why invest in an outreach AND lead generation AND CRM AND fire breathing tool?
Buy what you need, not what everyone tells you to want.
2. Start building a list of options
Now you know exactly what you are looking to solve, a simple question into your preferred search engine will supply you with an endless list of companies promising to be the absolute best at it! Your best option at this stage is to go past the sponsored adverts and instead find sites comparing tools with unbiased opinions. A great (and even more trustworthy) option is to ask people in your network what they are using, if you are part of a community or forum you trust, asking what works for them will bring insights on the tools you may have come across in your search so far. Once you have created your initial list of multiple companies and tools to choose from (I like to start with about 10), it is time to deep-dive.
3. Research and fact find
The time investment you make here can be the difference between finding the sales tool you use for the rest of your career or starting this whole process again in 3 months. Take your time to understand the pros and cons of each tool. Find out as much as you can about: – Pricing – Reviews – Features
– User experience (could your granny learn to use it) – Functionality (part of Step 4)
This stage of the process will slimline your final list until you only have a few options left that really stand out. It pays to be picky, you don’t want to be stuck with a rubbish tool that doesn’t work for you!
4. Test and trial your favourites
Almost all sales tools allow a free trial for you to test them. I rarely, if ever, purchase a tool I have found through my own research without having a trial. If the option is not available, get in touch with their sales team and see if you can negotiate one. You can’t invest your money into something unless you know you will be able to use it, so give it a go and really see what your potential use of it will be.
5. Review your choice and measure your ROI
It goes without saying but once you have chosen your new sales tool and purchased it, don’t forget to use it! Hopefully that money going out your bank every month is the reminder you need, but there is no greater waste of money in a business than an unused sales tool. Then, once you are using your tool, remember to review it. After the first three months, look at the results you have had through using this tool and really consider if it has returned its investment. The beauty of any sales investment is that you should have an easy measurable return on investment (ROI). A great rule of thumb to follow is, if a sales tool doesn’t bring you a 3 – 5 ROI, it isn’t worth the money!
Choosing the right sales tool isn’t rocket science, but it does take a bit of strategy and patience. By understanding your needs, doing thorough research, and testing your options, you’ll be well on your way to finding a tool that genuinely boosts your business. Remember, the goal is to save time, cut costs, and improve results – not to collect shiny new tech that gathers dust.
And once you’ve made your choice? Use it, evaluate it, and make sure it’s delivering real value. A smart investment is one that keeps paying off, so aim for tools that drive results and make your life easier. Happy selling!
Article by Tash Rebuck, Founder, TR Sales Consultancy.
Tash Rebuck is a sales coach and advisor with a mission to help people fall in love with sales. After working in B2B sales for over a decade and a history of success building and training sales teams she now works closely with business owners creating bespoke sales training to help them feel comfortable and confident in this sometimes difficult topic.
