How to Prepare Your CRM for Fall Selling Season
It’s hard to think about fall when summer temperatures are still scorching. The truth is, many kids are already back in school, and families are getting back to regular routines. With fewer distractions, the fall selling season will soon kick into high gear.
With slower traffic, late summer is the perfect time to clean up your CRM database. Old data can sometimes be bad data, particularly if you don’t know who’s still interested in buying from you. Now is the time to scrub your lists, contact old prospects and make sure the people you’re targeting are the ones who want to hear from you. Here’s what you can do:
It’s takes a bit of time, but cleaning up your duplicate registrants has its benefits. Your sales team will be more organized and efficient, you will reduce mass mail inefficiencies, and you’ll help send emails faster.
Investigate Mass Mail Failures
If an email is not sent due to a technical error, you may have misspelled an email address (easy fix!). If an email address is suppressed, however, that means it doesn’t exist. The best thing to do is call that registrant to ask if they still want to receive communication and confirm a new email address. Remember, large numbers of bounced emails can negatively impact your sender rating with email service providers.
Scrub Unqualified Leads
Run a custom list of all your unqualified leads, and create a special email campaign to determine if their circumstances have changed. If they’re now a qualified prospect, change that rating and get them started on a sales process! In the Builder Online article, Dust Off Your Old Leads, Mike Lyon gives additional tips for connecting with older leads.
Refine Sales Processes
Have a look at all your purchasers from the past six months. Which activities led to their first call or email response? To their continued communication? To their decision to purchase? Use this data to refine your current sales processes to ones that are more streamlined and targeted to your ideal audience.
Create an Opt-In Campaign
This will narrow down your list to those who are most interested. Registrants who opt-in are looking forward to receiving your emails, so you may want to create a special sales process or email campaign just for them.
To maximize your database for the fall selling season, you’ll have to first de-clutter, then refine, to uncover your hottest prospects. Traffic will pick up soon – the time to organize is now!