It is easy to focus on CRM cleansing as just a cull of your dead leads but that is not the case. Maintaining your CRM’s health is not just about fighting disease, it is about the recovery process. When we perform cleansing services for our clients, the most valuable part of what we do is the data discovery element – replacing the old with the new.
1. Renewing old lines of communication
Replacing a contact in a business you have worked with before opens lines of communication. How are they currently doing? Do they have any new projects? Could your services be of any use to what they are hoping to achieve in the future? If they were happy with the work you have done then there is every chance they will be open to looking to you for future solutions – if you keep in contact that is. And in order to do that, you need relevant and up to date contact details.
2. New business opportunities
Chase up where your previous point of contact has moved on to. Could their new business require your services? How could you help? Moving over to a new company means a lot of change for your contact, and if your business is one they trust then they may choose your services because you are familiar and they have proven results. Keeping in contact and following up is key to ensure an in on new opportunities.
3. Leveraging trigger events
A trigger event is anything that could create a marketing or sales opportunity. Who has replaced your previous contact? Promotion is a key trigger event as employees that have just been bumped up the ranks want to leave their mark and implement positive change. Being first to reach out with a strategy based on a recent trigger event wins the sale 74% of the time.F