Subscribe to my newsletter EDM News
Fewer Leads, Higher Sales
9 October 2010, by , in Data Management, No comments

In a recent issue of CRM magazine, an article outlined how Beazer Homes was able to use their database (salesforce.com) to increase sales by 52 percent, even though the number of leads coming through the organization had gone down (35% fewer!). They did this by systematizing how they managed sales leads, and by focusing on those leads that were of highest quality. (You can read the whole article here.)

In a similar vein, I’ve spoken and written about marketing efforts at NACUBO, at the time managed by Steve Doran. Steve was able to reduce his marketing costs by 85% and maintain current sales levels for his events. (I discuss this here and here.)

What do these two have in common? In both cases, the organizations established a clear process for managing data, and they focused relentlessly on those leads that were likely to provide the best response to the offer.

The technology available today allows you to know more about your members, customers, and potential members than ever before. But technology alone won’t help you improve. You’ve also got to have the right processes and people in place. You’ve got to focus on who your best customers and potential customers are, and ignore the rest. Your database can help you do that.

About author:

Leave a Reply

Archives

Sign-up for EDM News

 

 

Testimonials

“Wes was able to come in and offer tangible, relevant advice that made us more productive immediately. I value his understanding of databases but more so, his understanding of how nonprofits work. There was no lost time educating him about how membership organizations are “different.” Wes recommended changes in processes as well as tips and tricks that were easy to implement made an immediate positive impact.”

Mary Pat Paris, Executive Director
International Registration Plan

“We came to Wes because we were very frustrated with our existing AMS and we wanted to improve our capabilities as soon as practicable. Wes very quickly helped us through a process of identifying our needs, identifying potential vendors, and selecting a new system that we’ll be able to move into very quickly. I especially appreciated Wes’s candor about our processes as well as the systems we were looking at. He was a great resource to have in a period of high anxiety for our organization. I would highly recommend Wes for any similar project.”

Jack Chiasson, CMP Executive Director
National Association of Life Brokerage Agencies

“Wes was able to come in and offer tangible, relevant advice that made us more productive immediately. I value his understanding of databases but more so, his understanding of how nonprofits work. There was no lost time educating him about how membership organizations are “different.” Wes recommended changes in processes as well as tips and tricks that were easy to implement made an immediate positive impact.”

Mary Pat Paris, Executive Director
International Registration Plan

Mary Pat Paris
International Registration Plan

“This is the second database implementation we’ve done since I have been at Western Arts Alliance (WAA). The first I did on my own. This time we engaged Wes Trochlil as our database planning consultant. Let me tell you, this process is a whole lot easier having Wes on your team! For a small association like WAA, it’s tempting for board and EDs to question the justification and expense of a database planning consultant. But it’s the small associations that need Effective Database Management the most. Wes strengthened our planning process, clarified our needs requirements, helped us steer around solutions that couldn’t meet our objectives, and saved us money in the long haul.”

Tim Wilson, Executive Director
Western Arts Alliance

Tim Wilson
Western Arts Alliance
%d bloggers like this: