Running a CRM system but not really getting the most out of it?

In fact, is keeping it up to date such a useless occupation that you don’t really bother? Despite the haranguing you get from the IT or marketing department: it just isn’t worth your bother.

This isn’t rare with CRM but could you be missing a trick? could it be down to what data you’re keeping in your CRM?

Let me explain.

Most successful sales come from a relationship: namely the one you have with the key decision maker. Like any relationship, there must be an element of rapport but also you need to take an interest in the other person. This is where Fat CRM Data comes in.

Thin CRM data

Things like contact details, meeting notes, historic or planned actions. You need it, no one’s memory is that good, but it’s not the juicy stuff.

Fat CRM Data

Relating to the person themselves, not their role. Typically this would include: –

  • Their interests, inside and outside of work
  • What food and drink they like
  • When they prefer to be contacted during the day (usually early or late)
  • If they prefer to see you for a coffee, breakfast, lunch, dinner or a “cheeky half” after work
  • The name of their PA
  • What their business and personal goals are
  • What their business and personal challenges (problems in none-PC speak) are

Now this is the kind of information that makes a difference during the conversion phase of the sales journey. And after they become a client it lets you build and maintain the relationship in the long run.

How to Use it

Looking out for blog posts, interesting websites, what their competitors are doing all based on Fat CRM Data will mean something to them and therefore will feed the relationship.

When you want to connect with them outside of work picking a time and location that they prefer will decrease the chance of it being cancelled.

Most importantly of all introducing them to other people who can help them to achieve their goals or ease their problems is a very powerful relationship builder.

I am all for CRM systems and I rely totally on mine for all my BD activities but of all the data I keep about my prospects and my clients it is the Fat CRM Data that is the most valuable.

Is it time to rethink your use of CRM and “Get Fatter”?