It is impractical and nearly impossible to personally reach out and touch all of your customers. It’s impossible to have a conversation, a one to one conversation, with all of your profitable customers and important contacts on a regular and meaningful basis.
However, there is NO excuse why you can’t segment your customers vertically (across industries) and according to WHO they are in relation to your business. Are they a long time, high valued customer? Are they a brand new customer? Are they a vendor?
The ONLY way you can do this is with a CRM – customer relationship management system. There are many out there – some of you are even trying to use Excel.
I use BatchBlue and I know another good one is Infusion Soft.
BatchBlue enables you to profile your customers and segment them as described above. Infusion Soft enables you to do this but also lets you conduct very detailed and automated marketing campaigns to customers based on a variety of triggers.
Small Business Trends put a nice list together of 9 CRM solutions for small businesses – check it out here.
I’ve found that to really get the most out of any CRM system you must take the time to know how it works and how to leverage its power for YOUR business.
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