My First Database Management System
Years ago, my customer and prospect database was a very large loose leaf binder or two that had plastic sheet protectors. Each sheet held ten slots for business cards, front and back. These binders were my prospect and customer database. The business cards were my link to business. I could find the prospect and call them on the phone. Their cards had their address, so I was able to write or type an envelope and send them something. It seems like a very inefficient way to catalog prospects and customers, but it worked. It was very labor intensive.
Manual Automation?
In the early 1970’s I had a 3” x 5” card system. Each customer or prospect had their very own dedicated card. The card holder (a metal box) organized the cards by alphabet, day of the month and month of the year. I moved the cards around, based on my activity with the lead. If I had an appointment on the 20th of the month, I slid their card behind the 20th tab. If they said call them in September the card was filed behind the September tab. Every morning I had the cards for the day and knew what to do. This primitive system was called a “tickler file”. It worked just fine.s
Changes
Things have changed in the customer and prospect data base world. Now, everything is electronic. Spreadsheets, text files and databases containing vital demographic information have become the mainstream. Now, you can buy or search for prospective customers on the Internet. There are list provider services that you can use to download everything you need to know about prospective customers.
CRM Gets it Done For Me
I use a popular CRM software system to host and manage my customer and prospect database. You have a lot of options for a home for your database. These days, software can automate a lot of the tasks that were formerly tediously and time consuming.
All said, you need to clearly know who your prospective customers are. Who are they and why will they give you money. If you know, you can find them and build and maintain a data base.
An Important Tool
Your customer and prospect database is a most important business development tool. It is just about as important as your time. If you don’t have a robust and targeted database, you are wasting your time.
Wednesday, May 25, 2011
Thursday, May 19, 2011
Business Development - Trade Shows
Trade Shows are a great venue for opportunity and business development.
Over the years I have found that participating in trade shows is a very effective business development strategy.
The simple proposition is that a lot of prospective customers, vendors, alliances or people of interest are assembled in one location at a point in time. To an Entrepreneur or Salesperson (same thing), having access to this type of group is a gift that they (we) know what to do with. Think, “kid in candy store”.
There are trade groups, user groups and events for virtually every industry or specialty. Some of the regional events are put on by local chapters of organizations to serve their memberships. state organizations typically host annual meetings, as do their national affiliates.
Your opportunities to participate in these meetings are many and varied. Your industry group might be so important to the viability of your business that you become a member. If you serve the members of the organization, you can participate in the shows as a vendor. As a vendor you can pay to attend, sponsor something or display your goods or services at a display booth. If you are a subject matter expert of interest, you may even have a chance to make a presentation to an audience of potential customers. It will give you a leg up on your competition.
At first glance, you might think that these shows are cost prohibitive, but the reality is that they are one of the best investments in business development. What other ways are there for you to meet and talk to dozens, hundreds or even thousands of prospects in one or two days at one location? There aren’t many.
When I sold medical supplies and equipment, the Hospital Purchasing Show was mandatory. When I sold billing software systems to physicians, the Michigan State Medical Society annual event was the place to be seen by thousands of doctors. For a couple of thousand dollars rental for display space I had access to thousands of doctors. Using simple math the investment is just a dollar or so per prospect. It just made (makes) sense.
Your investment in trade shows is scalable. Small shows cost less than big shows. It’s that simple. There is an industry event for every budget. If you are a distributor, many suppliers/vendors have co-operative marketing programs and display materials to help offset the cost to attend.
If you need to find relevant meetings, ask around to your peers or customers. Look up industry organizations and events on the Internet. They will be delighted for your participation.
Getting the most out of a trade event is up to you. Trade shows put you in front of target clients, but your results are directly tied to how you perform. This means that you are in control of your message, materials, delivery and in your overall professionalism. Bring your “A” game and win new customers and grow your business.
Over the years I have found that participating in trade shows is a very effective business development strategy.
The simple proposition is that a lot of prospective customers, vendors, alliances or people of interest are assembled in one location at a point in time. To an Entrepreneur or Salesperson (same thing), having access to this type of group is a gift that they (we) know what to do with. Think, “kid in candy store”.
There are trade groups, user groups and events for virtually every industry or specialty. Some of the regional events are put on by local chapters of organizations to serve their memberships. state organizations typically host annual meetings, as do their national affiliates.
Your opportunities to participate in these meetings are many and varied. Your industry group might be so important to the viability of your business that you become a member. If you serve the members of the organization, you can participate in the shows as a vendor. As a vendor you can pay to attend, sponsor something or display your goods or services at a display booth. If you are a subject matter expert of interest, you may even have a chance to make a presentation to an audience of potential customers. It will give you a leg up on your competition.
At first glance, you might think that these shows are cost prohibitive, but the reality is that they are one of the best investments in business development. What other ways are there for you to meet and talk to dozens, hundreds or even thousands of prospects in one or two days at one location? There aren’t many.
When I sold medical supplies and equipment, the Hospital Purchasing Show was mandatory. When I sold billing software systems to physicians, the Michigan State Medical Society annual event was the place to be seen by thousands of doctors. For a couple of thousand dollars rental for display space I had access to thousands of doctors. Using simple math the investment is just a dollar or so per prospect. It just made (makes) sense.
Your investment in trade shows is scalable. Small shows cost less than big shows. It’s that simple. There is an industry event for every budget. If you are a distributor, many suppliers/vendors have co-operative marketing programs and display materials to help offset the cost to attend.
If you need to find relevant meetings, ask around to your peers or customers. Look up industry organizations and events on the Internet. They will be delighted for your participation.
Getting the most out of a trade event is up to you. Trade shows put you in front of target clients, but your results are directly tied to how you perform. This means that you are in control of your message, materials, delivery and in your overall professionalism. Bring your “A” game and win new customers and grow your business.
Subscribe to:
Posts (Atom)
