In this chapter, we explored many of the best practices that are associated with the CRM aspect of SCRM. CRM, in itself, is a database, and if you are not willing to make the commitment to keep the data clean and up to date, you will have nothing more than an electronic rolodex and one with marginal accuracy at best.
However, if you are willing to pursue the use of your SCRM religiously and make it a reflex part of your daily routine (reflex comes with repetition), it has the potential to return enormous benefits to you and to your small business!
Just think of this: a well-maintained CRM will allow you to have the following at your and your team's fingertips:
All client information
A history of your notes and shared communications
Open and completed tasks and events
Opportunities that are in progress
All of this regardless of whether you are at your desk or on the road. This is tremendously empowering! In order to take advantage of this, and this is sometimes a challenge for people who...