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Art Siegel
Art
Siegel

Capturing Effective Data In Your Sales Contact Manager

Selling today is about information: The more you know about every facet of each customer's needs, attitudes and background, the more you can tailor your sale to fit the customer. Fortunately, you have a tool to capture all this data: your Contact Manager. Since you can't type in everything you learn, try these 21 tips on Capturing Effective Data In Your Sales Contact Manager.

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More articles on contact managers and other CRM and salesforce automation tools

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Every contact you have with a prospect or customer represents an opportunity to ask questions, listen and learn. But unless you make a point of capturing what you have learned during or shortly after the contact, much of the data will be lost. Here are 21 tips on data you need to capture in your contact manager and why it is important.

Contact manager data tip 1 - Customize the information layout of your contact manager so the fields you use most are on the top. Arrange them in the same sequence as a typical prospect conversation.

Contact manager data tip 2 - Clean out your "notes" for each customer from time to time. This area is most useful when it remains current, accurate and easy to navigate.

Contact manager data tip 3 - Back up your contact manager data every day, and take a copy home every week. Then you can restore information that is accidentally deleted.

Contact manager data tip 4 - After the sale, ask customers: "Why did you buy from us?" The answers will reinforce the buyer's decision and help you plan for additional sales to this customer.

Contact manager data tip 5 - If your customer has an unusual name, find out how it is pronounced, and write a phonetic note in your contact manager to remind you how to say the name.

Contact manager data tip 6 - Is your customer involved in a charity or community organization? Find out, and you can make a big impact with a gift to that organization.

Contact manager data tip 7 - Review your contact manager "groups" from time to time so you can efficiently send ideas and information to just those people who will benefit from it.

Contact manager data tip 8 - Always ask: "What do you plan to buy? When do you plan to buy? Why do you plan to buy? The answer to the "why" question tells you the most of all.

Contact manager data tip 9 - The best response whenever a prospect surprises you with a statement: "Oh, why is that?" You learn things you need to know while buying time to think about what to say.

Contact manager data tip 10 - Check the magazines on the table in the reception area, and you will often learn about the prospect's hobbies and interests. Look for them in the prospect's office as well.

Contact manager data tip 11 - For each product you present to a new customer, know who the customer is buying from now, plus two important questions: What do they like about your competitor? What do they wish the competitor did better?

Contact manager data tip 12 - Early in your conversation with a new prospect, ask mostly open-ended questions. This gets the prospect talking and gives you information about what most motivates this person to buy.

Contact manager data tip 13 - Record the source of every lead you receive. This tells you the types of media that influence each customer. It also helps you determine which lead-generation methods work best.

Contact manager data tip 14 - When working with senior decision makers, invest time in their assistants. An assistant can give you valuable data about the decision maker's expectations of salespeople.

Contact manager data tip 15 - When you ask a current customer for a referral, request full details: names of decision makers and influencers, the nature of the prospect's business, vendors currently being used, etc. Be ready to begin selling your new prospect as soon as you walk in.

Contact manager data tip 16 - Does your prospect's company publish an employee newsletter? It can be a wealth of information on company issues, new initiatives, key people and much more that you need to know. Ask the receptionist for a copy.

Contact manager data tip 17 - Behind each buyer is an assistant who can often control your ability to reach the buyer, and may even influence vendor selection. Recording information about this person lets you build a very beneficial personal relationship for the future.

Contact manager data tip 18 - Whenever a prospect calls for product information, before you answer, ask, "How did you hear about us?" This gets buyers talking and gives you important data about their background and current needs.

Contact manager data tip 19 - What's the best way to learn a prospect company's most pressing issues? Read the letter at the front of their annual report. Or, if they are not a public company, look at the "About Us" page on their Web site.

Contact manager data tip 20 - Every industry has trade associations. When you join one, you'll usually receive a membership directory -- a great source of future leads. Add specific details on each company as you meet people at association meetings.

Contact manager data tip 21 - Review help-wanted ads in newspapers and trade magazines. Companies that are hiring are growing and have many other needs. Often, the want ad is the first indication of a new company or line of business.

Art Siegel, senior partner at SeaBird Associates Inc, is the company's sales strategist, helping clients develop and implement strategies to increase both sales productivity and revenue. Art also is an accomplished author and columnist.