This week, Hector and Willy break down why a CRM isn’t “just another tool” — it’s a mindset for building trust and lifetime customers. We unpack the five core principles of an effective CRM, the most common implementation mistakes, and real-world examples ranging from a tiny laundromat to a 20,000-contact trucking operation. Plus, we field live questions on choosing the right platform and rolling it out across teams.

What you’ll learn

• Mindset first: Shift from “what can we sell?” to “how can we serve?”
• Five core principles: Customer mindset, data-driven decisions, cross-team integration, smart automation (with a human touch), and lifecycle thinking.
• Avoid these mistakes: Treating CRM like an IT project, overcomplicating workflows, and chasing transactions over relationships.
• Real examples:
• Surf City Laundromat (El Salvador): CRM from day one → 175+ active customers with automated touchpoints.
• Willy’s Trucking: Integrated CRM + billing → annual “here’s what we moved for you” emails that sparked organic re-orders and referrals.
• Multi-branch ops: Complaint alerts and response-time KPIs right inside the CRM.
• Choosing a platform: Start with functionality + ease of implementation + user adoption + price. Shortlist mentioned: GoHighLevel, Zoho, HubSpot (more robust, heavier lift).
• Rollout tips: Log every contact at first touch, share data across sales/ops/marketing, and set reminders for human follow-ups.

Action challenge (for next week)

1. Audit your customer touchpoints.
2. Confirm the data you collect is shared across teams.
3. Pick one process to automate (e.g., follow-up on quotes, appointment reminders, or renewal check-ins).

Join us live: Thursdays, 5:00 PM Mountain Time — entrepreneurs and leaders leveling up together inside the Inner Circle.