Fat CRM data – the stuff that really counts!


So you are running a CRM system and not really getting the most out of it.

In fact having to keep it up to date is such a useless occupation you don’t really bother despite the haranguing you get from the IT or marketing department: it just isn’t worth the bother.

Quite frankly I don’t blame you but could you be missing a trick?

Most successful sales comes from a relationship: yours with the key decision makes and influencers. Like any relationship there must be an element of rapport and mutual liking but also you need to take an interest in the other person and vice versa. This is where Fat CRM Data comes in.

Let me explain; thin CRM data are things like contact details, meeting notes, activity history, planned future actions and so on. Fat CRM Data relate to the person themselves and typically would be the following: –

  • Their interests inside and outside of work
  • What food and drink they like
  • When they prefer to be contacted during the day (usually early or late)
  • If they prefer to see you for a coffee, breakfast, lunch, dinner or a “cheeky half” after work
  • The name of their PA
  • What their business and personal goals are
  • What their business and personal challenges (problems in none-PC speak) are

Now this is the kind of information that makes a difference during the conversion phase of the sales journey and after they become a client to keep the relationship going.

Looking out for blog posts, interesting web sites, what their competitors are doing all based on Fat CRM Data will mean something to them and therefore will feed the relationship.

When you want to connect with them outside of work picking a time and location that they prefer will decrease the chance of it being cancelled.

Most importantly of all introducing them to other people who can help them to achieve their goals or ease their problems is a very powerful relationship builder.

I am all for CRM systems and I rely totally on mine for all my BD activities but of all the data I keep about my prospects and my clients it is the Fat CRM Data that is the most valuable.

Is it time to rethink your use of CRM and “Get Fatter”?

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Passionate about making business development a profession not just a job. Built and sold a £40m group in less than 9 years. Doing it all again and loving it!

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7 comments on “Fat CRM data – the stuff that really counts!
  1. […] This post was mentioned on Twitter by Mike Ames, Mike Ames. Mike Ames said: Fat CRM data – the stuff that really counts! http://wp.me/pY2x4-ax […]

  2. TBoehm30 says:

    Great idea for the individual to track their relationships! Now tell the salesmen why they should put that information into a company database where it will stay even if they don’t.

    • Mike Ames says:

      Good call and here’s my take on it. When a firm pays you to do a job they own the data that you accumulate (they were paying you whilst you amassed it) so putting their data on their CRM system is wholly appropriate. However, you own the relationships you build and they will travel with you where ever you go. You really can’t inherit a relationship and after all that is where the real value lies.

      Thanks for your comment

  3. […] read this post on Fat CRM data and it got me thinking.  Most of the CRM data that people are concerned with sales […]

  4. Hosk says:

    I think it would be a big benefit if people shared the personal data they had on clients and contacts.

    if everyone shared the information you could build up a much more complete picture and enhance you and fellow workers network.

    I have talked about this article on my blog
    http://crmbusiness.wordpress.com/2011/02/11/get-personal-with-crm/

  5. Over the years most of this information on individuals is gathered and stored in my head I have always therefore felt that I carried the majority of the information around with me but can see frrom this the pracrical side of sharing that information on file in the office with others. I may not always be around to impart that knowledge.

  6. […] or similar, as a pseudo-CRM system where they can record their thin and fat CRM data (see my blog post for more on this) and build a proper pipeline  This serves two purposes:  firstly it proves […]

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Mike Ames

Passionate about making business development a profession not just a job. Built and sold a £40m group in less than 9 years. Doing it all again and loving it!

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