Your database is only as powerful as the way it can be utilised. Having 10,000 contacts in your database is fantastic, but if you don’t know what to do with them after you have them in your system, then it may as well be the local phone book.
Having your CRM setup so that you can put your contacts into groups and/or segments means we can begin to categorise WHO these contacts are, WHAT should I be doing for them and WHEN should I be doing it?
Your CRM is where you manage your relationships with your contacts, but for you to manage them effectively you will want to categorise those relationships.
Think of it like this - If I have a prospective vendor in my database in a group called ‘Prospects’, this is certainly more helpful than them just sitting in my database with no reference BUT it doesn’t tell me anything more than this.
What would be far more powerful is ‘Prospect - Vendor - Hot’. The reason for this is, I now have three labels in this one group that I can work from.
We know the following:
I might also use other groups such as eg:
Prospect - Landlord - Cold
Purchaser - First Home
You can begin to see how such group labels give us a lot more ways to search for our contacts based on WHO they are.
The next thing we want to look at is WHAT and WHEN we should be doing for them and that’s when our automations come into play, as we can create communication plans for these contacts based on who they are.
Coming back to my first example ‘Prospect - Vendor - Hot’ I would want to create 3 automated communication plans for my prospective vendors, being Hot, Warm and Cold.
Your CRM should enable you to create your own customised automated communication plans, in Eagle CRM these are called Automations.
Via automations, you can set up your communication plans for each of the different groups your contacts can be added to for the purpose of keeping in touch.
Using our original example Prospect - Vendor - Hot, I would set up a plan like the following (as this client is looking to sell in the next 6 months):
On the 24th Week: Move the contact to Prospect - Vendor - Warm group so this automation plan can now run on the contact who didn’t end up selling in the 6 month time frame.
Every week they are now receiving a contact touch point from you, one week it is a helpful piece of advice emailed through and the second week a friendly follow up call, which can relate to the email sent through the week before.
You want to become the source of advice because people often don’t make a commitment because they don’t understand. So you want to be known as an educator and communicator, and using your CRM effectively to nurture your database is the first step in sales communication success.
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