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The Lasso Blog

rotary phone and iPhone

Myers Barnes said recently in this video that “Selling on-site has changed more in the last three years than it did over the previous 50.” He is spot on.  Today, 92 percent of homebuyers shop online, consumers are better informed than ever, and they expect personal, relevant communication delivered on their terms. The ball is in their court. As a result, not only should your selling strategies change, so should your tools.

Gone are the days when a simple contact management system sufficed to keep sales teams organized. It’s a bit like using a rotary phone when you could have an iPhone. With the amount of leads and data pouring in from the Internet, and the shift toward personalized sales interactions, the only way to make your database work for you is by implementing a Customer Relationship Management system.

Here are three major ways CRM can make your selling job easier and more productive than basic contact management:

1) CRM enables you to nurture prospects through targeted communication and automated sales processes.

Unfortunately, the majority of home shoppers are not ready to buy and close within 30 days (wouldn’t that be nice!). They come to you at different stages of the sales cycle, thus requiring different sales processes. A CRM system can keep track of who you need to contact, when you need to contact them, and what information to send them.

2) CRM reporting reveals trends and patterns to help make smart decisions.

This is a major differentiator for CRM. With powerful reporting capabilities for customers, inventory, marketing campaigns, and even website analytics, managers can determine big-picture trends that allow them to create selling and marketing strategies that work. No more of the “throw it out there and see what sticks” approach, which can waste valuable time and resources.

3) CRM offers seamless communication options.

With email marketing built right into your CRM system, you are able to send individual emails, personalized mass communication, and newsletters from within the database. There’s no need for constant exporting and importing of contacts, and the customer’s email history is front and center on their profile along with notes, preferences and contact information – all the info you need at-a-glance if a prospect calls or walks into the sales center.

These days, having a basic contact management system is a bit like having a Rolodex on your desk. Sure, it’s nice, but it’s not making you any more productive. For a complete list of the ways CRM outpaces contact management, contact a Lasso team member at

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