Building More Business — Sherburne

In order for a sales force automation tool to be effective, though, it must be used religiously. Every contact with the customer must be documented and the next contact scheduled. This ensures a continuous series of customer touch points, each building on the last in a logical manner. It also provides a single repository of customer data that can be used as a basis for direct mail campaigns and other broad-based marketing activities. It provides a single go-to point for managers to gain a comprehensive view of the overall sales pipeline. And, perhaps most importantly, it ensures that the knowledge your firm gains about its customer base doesn’t walk out the door when a sales rep chooses to pursue other opportunities.