I Just Want to Maintain Contact Records In My CRM

Before there was CRM (Customer Relationship Management), there was CM (Contact Management). Today’s CRMs are still based on their CM roots but they are now much much more than that.

While Contact Managers were typically used solely by salespeople, CRM can be used by multiple departments in your organization. I’m rather fond of the principle that “everybody sells” in a business as selling incorporates so many non-selling functions with the ultimate shared goal of creating, and nurturing, satisfied customers.

CRM can be very simple and it’s foundation remains the contact record. Ideally, everything that has occurred, and should occur, with that contact needs to be a part of that record. Many folks who I speak with, as a part of my Nimble CRM implementation and training services, express a desire to do this and this only.

However, when we begin a discussion of what Nimble is capable of, and how it can become even more effective in their business, their eyes light up. “Wow! I never thought about that!” That’s understandable. It’s difficult to visualize things that are not readily apparent.

I would have to say that fully 50% of the folks that I work with have existing Nimble accounts. Of those … 50% either aren’t using it or don’t know how to really use it and the other 50% have come to realize that they could be using it much better. Kudos to these folks! Admitting that you have a problem is the first step to recovery:)

Now, while today’s CRMs are much more powerful than their predecessors, contact records remain the absolute foundation of any successful implementation. If your contact records are not properly maintained, you are probably giving up 90%, or more, of any CRM’s effectiveness.

The ability to organize and to search your contacts will be severely limited. Your CRM will likely not remind you of important tasks. Relationship building with contacts will be hampered if not hamstrung. Kiss your proven process and pipelines goodbye. I’m only getting started. This list gets much longer and … that’s a shame.

Going back to our original title … the good news is that, if you can and will focus on maintaining quality contact records, the entire world of CRM goodness will unfold before your very eyes. Don’t do that and you might as well stick with your Rolodex.

Would you like to learn more about Nimble and determine whether or not it might be right for you? If yes, Please book a free 30-minute Zoom consultation with me.

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Craig M. Jamieson

Managing Member at Adaptive Business Services

Craig M. Jamieson is a lifelong B2B salesperson, manager, owner, and a networking enthusiast. Adaptive Business Services provides solutions related to the sales professional. We are a Nimble CRM Solution Partner. Craig also conducts training and workshops primarily in social selling and communication skills. Craig is also the author of "The Small Business' Guide to Social CRM", now available on Amazon!