The Dreaded Holiday List

Business Executive (or Sales / Marketing Manager)

“Hey, it’s December and I realized that we need to send out our Holiday Greeting Cards.  Can you pull a list of our customers so we can send them out?”

Assistant

“Sure, what customers do you want to send them to?”

B.E.

“Our best ones, of course.”

Assistant

“How do I know which ones are our best ones?”

B.E.

“Don’t you have the list from last year?  You can use that one and just add to it our new customers”

Assistant

“I can do that; but what if the contacts from that list have changed?  Also, where do I find out which contacts you want the cards sent to with our new customers?”

B.E. (getting a bit annoyed)

It shouldn’t be this difficult; each year we send out Holiday cards and each year we have this conversation.  Don’t we have a central place that keeps a list of our customers and contacts so we can pull this list and not have to do this every year?”

Assistant

“Yes, kind of, but no one keeps it up to date…”

Does this sound familiar…or something similar?

You’re CRM system is the perfect place to draw out the information you want about your best customers, the prospects you are trying to win new business with, and those you are nurturing to do business with you in the future.

The hard part is developing the habits inside your company to establish your definitions of what a customer, a prospect, and a lead are, and sticking with it.  The other hard part is to maintain that discipline when your users are putting in their information and keeping the data current.

You, the business leader, are the one responsible for setting the example and managing to this end.  If the users are not supporting you, it’s up to you to change the way your people use your CRM system.

Until Next Time,

James Marzola

President and CEO

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