Recently I had to be reminded the most important lesson in sales, if you are not working a database you are not working!
Let me explain. Recently I have joined forces withh Jason Chudnofsky, someone I respect on many levels and probably the best sales leader i have ever meet, to grow our CtrossTech Media business. After two weeks with us Jason came to me asking me the most basic question – “Why are you / we not working your / our databases better?” And it got me thinking – here I am preaching about data, databases, analytics, and tracking and yet in my own organization we are not doing it like we should. Thankfully, we are fixing it. And fast!
So what is working your database? Well, it is simple in many ways. Sales, no matter how it is done, is all about managing the process of tracking prospects through the funnel. Yes – social media and digital meda have changed the landscape. But the principals of selling are the same – you need to work a database and take prospects through the process from Awareness to Prospects to Leads to Sales. How you do it might be diffferent. But it all starts with the same principle – have a database and work it through the funnel.
Are you working your database? Are you tracking it like you should? Trust me – stick to the basics. It does work.
