How good are you at Managing your customer records?
I admit I love a good sales database. At Tadpole, it was one of the first things I made sure I had, because in order to grow my customer base and so sell my services, I needed some prospective customers and I needed them fast.
So how good are you at keeping records? Have a look and see where you fall on this scale:
- I have a formal CRM system
- I have a proper indexed filing system (i.e. postcards)
- Pile of business cards
- It’s all on my phone
- Scraps of paper
- It’s all in my head
- Errr….what records?
Now, you will be relieved to know that I am not going to spout off about how a pile of business cards is no good, or that in this technological age you should throw out all your postcards. As long as you are achieving these key objectives, you should use whichever system you find works best for you. So why do you need to keep good customer records?
1. Your records form the foundation of your database – otherwise, who are you going to market to?
2. Good records help you become more effective at marketing. You can’t send people an email or letter if you don’t have their contact details.
3. It is professional. If someone rings up and you don’t remember them or the interaction with them, it doesn’t create a very good impression does it?
4. Good note taking makes everything easier. Whether it is past orders, a promise to use you in 6 months or just a request that you call them back, your notes will help you sell more.
5. You can spot trends, market segments or applications for your business. If 10 of your customers suddenly want a certain thing from you, maybe the rest of them would be interested too.
So make sure that you get this information:
- Name and address of organisation
- Name and position of contact
- Nature of business
- Date and time of meetings
- Potential needs problems and buying habits
- Past sales with dates
- Future actions for you and the customer
Now if you had all that information, how much easier would it be for you to sell to each and every customer? Happy prospecting!
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