CMM – Archives • Apr 2011 • 24

stage cycle, which is also being tracked. CRM is like having a sales and marketing assistant to help us create great marketing campaigns and track overall performance. The program has tools for tracking each lead source, which facilities are scheduling appointments, writing marketing follow-up letters, e-mailing, keeping track of file attachments and doing mail merge. The program makes it easy to track mean-ingful conversations with potential pros-pects and provides an organized view of people with which we want to do business. Our tracking system captures essential information about each lead — how did they hear about us; where did the lead come from; were our ads or referrals effective; etc. We use this information to determine best resources for capturing leads for our business. Most importantly, our tracking system automates responses. We know that the chances for closing our sales increase greatly if we respond to prospective clients within 24 hours. The proper customer relationship management tools can act as a personal assistant who makes detailed notes of various interactions. If we can get that lag time down to minutes, the rate of success goes up remarkably. One important piece of the client track-ing challenge is to maintain appropriate and ongoing follow-ups with prospective clients. We are treating prospective clients as if they were already customers; we stay in contact with them at least six to eight times — remaining focused on our goal. Continuous communication is important so that when they are ready to make a deci-sion to buy, we will be there to help them make the purchase. We also have mechanisms for aging our contact lists and don’t waste resources LIGHT TRAFFIC – WATER ONLY, LOW PRESSURE & FLOW SPILLS & HEAVY TRAFFIC – ULTRA-LOW DETERGENT, MEDIUM PRESSURE & FLOW Water only. Or detergent. On the ﬂ y By putting full control of detergent, down pressure, and water ﬂ ow at your ﬁ ngertips, the EcoFlex ™ system lets you apply the exact ﬂ oor cleaning muscle you need, on the ﬂ y. Available only on Advance scrubbers, this ﬂ exible cleaning system signiﬁ cantly reduces costs Circle Product Information no. 206 on page 32