By now you're all familiar with the term CRM - Contact Relationship Management. But are you really maximizing your CRM application? Most companies using CRM have created a master list (database) of companies and contacts. This master list is often used as a computer version of the old paper Rolodex - a place to look up addresses, phone and fax numbers, e-mail addresses, etc. Keeping the master list information up-to-date is much easier today with CRM applications than it was with the Rolodex.
While this database is a great first step in setting up your CRM system, the real power of your CRM is the "R" - Relationship - and in establishing a solid Relationship Database (RD).
A Relationship Database includes all pertinent information, built over time, contributed to by everyone in the company, about your customer and how best to do business with them. Simple, isn't it?
With MRSware, we make it easy to build your RD. In both the "Companies" and "Contacts" screens you have a number of tabs to add the pertinent information for easy access and review.
For instance:
"Relationships" is a great location to list the manufacturers from whom your customer is buying. You should list both your Principals and your competitors. You can also note the discounts they are receiving from your Principals as well as any competitive pricing and information they have shared with you.
"Categories" is the location where you will want to set up the specific categories that apply to your customers. These could include markets, buying groups, job titles, marketing information, etc.
"Additional" is where you will add information such as credit limits, SIC codes, birthdays, favorite sports teams, family member's names, etc.
"Activity" is where you'll find every appointment, task, journal, campaign, expense or opportunity, associated with a customer, along with the e-mails sent to or received from them.
Just as it takes time to build a good relationship with your customer, it will also take time to build a good Relationship Database. But once you do, the power of the "R" will provide enormous benefits.
While this database is a great first step in setting up your CRM system, the real power of your CRM is the "R" - Relationship - and in establishing a solid Relationship Database (RD).
A Relationship Database includes all pertinent information, built over time, contributed to by everyone in the company, about your customer and how best to do business with them. Simple, isn't it?
With MRSware, we make it easy to build your RD. In both the "Companies" and "Contacts" screens you have a number of tabs to add the pertinent information for easy access and review.
For instance:
"Relationships" is a great location to list the manufacturers from whom your customer is buying. You should list both your Principals and your competitors. You can also note the discounts they are receiving from your Principals as well as any competitive pricing and information they have shared with you.
"Categories" is the location where you will want to set up the specific categories that apply to your customers. These could include markets, buying groups, job titles, marketing information, etc.
"Additional" is where you will add information such as credit limits, SIC codes, birthdays, favorite sports teams, family member's names, etc.
"Activity" is where you'll find every appointment, task, journal, campaign, expense or opportunity, associated with a customer, along with the e-mails sent to or received from them.
Just as it takes time to build a good relationship with your customer, it will also take time to build a good Relationship Database. But once you do, the power of the "R" will provide enormous benefits.
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