The usage of CRM: Creating needs by being relevant

By building up a profile of our individual relations and asking the right questions we get to know our relations better. This intelligence then, can be used to persuade people to buy. In our day-to-day activities, CRM is the core. Any contact with any stakeholder or relation is documented, or it simply hasn’t taken place. This creates very clear guidelines for everybody involved, including staff, accounting, marketing and IT departments, to add everything in the CRM. It might happen that a deal is closed by a representative, other than the one who had initially, simply because lazy number one (;-) ) neglected to add the contact in the CRM.

Start a dialogue

Based on all this information we’re able to start up a dialogue with relations. Are you qualified as a prospect, and haven’t we been in touch for a while? A well-calendarized personal e-mail might help to get the conversation going again. This is just a part of what is called customer life cycle management, a recurring theme on this blog.
About the author

Over the past few years Walter van der Scheer has been evangelizing marketing automation to advertising agencies, e-commerce companies and co-workers alike and has been building a team of determined sales professionals. He has made progress, but the road ahead is still very long. Walter shares his personal experiences and challenges along the road of changing the way that marketing is done, while trying to stick to the strategically chosen path. +

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