Using Contact Management Software

Maybe it's time to ditch the little black book

If you're like most small-business owners, you probably have a less-than-sophisticated approach to contact management. Maybe you have a Rolodex or a Day-Planner, or perhaps you've gone digital and entered your contacts into your Palm or other hand-held device.

But there's a world of technological solutions out there to not only keep track of your important contacts, but also oversee your entire sales process. Depending upon its sophistication and cost, contact management software:

1. Helps you to store and retrieve contact information
2. Lets you synchronize your calendar and contacts with your PDA
3. Allows you to track sales opportunities and make sales forecasts

Find an off-the-shelf program

Beyond holding names and addresses, off-the-shelf contact management software helps you forecast sales, track prospects, generate call-back reminders, create broadcast e-mails, perform mail-merge tasks for direct-marketing mailings and more.

See what other users are saying

As you research off-the-shelf packages, check out the user feedback on public sites, such as Amazon and CNET. Then download free demos and try each program out before you buy. Make a tech support call to see how helpful the company is.

As you grow, consider Sales Force Automation (SFA)

As your sales force grows, consider upgrading to a sales-force-automation (SFA) system. Essentially contact management on steroids, SFA systems feature such value-added features as greater forecasting and tracking functionality, as well as the ability to automate your sales and marketing efforts and analyze results.

Consider a Web-based service

Whatever your size, there's likely to be a Web-based contact management or SFA system that will meet your needs. Web-based systems are great if you and/or your salespeople are on the road frequently and need ready access to prospect info. Costs range from $20 to $65 per user per month.

Make do with what you have

If you're trying to keep costs down or you're a solo practitioner, chances are you've already got something that will fill the contact-management bill. Handheld devices like the Palm, Blackberry, Treo or other PDA/mobile-phone combos often come with personal information management (PIM) software. Or if you use Microsoft Office or Lotus SmartSuite, those packages contain usable PIM programs as well. Your e-mail service will also likely have PIM functionality.

• Take a good look at whether you must upgrade. Your current productivity or mobile device software may actually meet your needs.
• Match your staff size to your software solution: How many salespeople do you have now? How many do you plan to have two years from now?
• Check to see that the software that you’re considering compatible with your current computer system and can handle exports to your Palm or other handheld device.

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