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What is a CRM? As defined by Salesforce (a leading CRM company), a CRM or Customer Relationship Management tool is a technology for managing all your company's relationships and interactions with customers and potential customers. Why Should a Company Implement a CRM? We all know that business is about relationships. A CRM tool allows you to do a better job of keeping track of the customer relationship. This allows you to do a better job following up, providing value, and getting future sales and referrals. Types of CRM Tools Just as there are many different types of businesses, there are many different types of CRM systems. The larger the company, the larger the database capacity and complexity. The cost of the CRM is directly related to this. Below are a…

People often ask me if they should use direct mail.  If they should spend money on postage and printing.  And (like I have said in a previous post), yes and no. I do not believe it makes sense to spend a lot of money on printing and postage to a long, cold list. But I am a big fan of using mail as part of the follow up system in various capacities.  Why?  Because these days mail stands out (vs. email).  I love the image below (because it's so true). I am also a fan of creating a very targeted, small list and using various follow up steps to 'touch' that list. Let's use an example to illustrate this:  You are an owner of an IT firm.  And you have determined…