Database management involves using customer and prospect data efficiently and consistently to promote products and services. It means treating data as a valuable asset by having a plan to acquire, build on, and eliminate wasteful spending of data. When done right, it can help focus sales efforts only in important areas, automatically tell a company's story consistently, and focus on those most likely to want products and services. The alternatives to not having database management are wasted marketing spending, not consistently following up on the right customers and prospects, and leaving strategy to chance.

1. Database Management Prepared by EquipmentFX

2. The Basics What it is What it means What it can do The alternatives of NOT doing it (or having a plan)

3. What Database Management is It is simply this: Using your customer and prospect data that in an efficient, consistent and economically responsible way to promote your products and services

4. First Things First… If Database Management is not an ongoing part of your culture, you are misusing one of the single biggest, most controllable assets you have!

5. DO YOU CLEAN AND UPDATE YOUR DATA? Do you do the following: Match your records to the postal records to insure higher delivery? Cass Certify your data, insuring higher delivery

6. Ever heard of the famous song… … “ Return to sender, address unknown” Written and sung by Elvis Presley A big indication of wasteful spending Look around: if you’re mailing, you’ve got a bunch of that stuff laying around!

7. What Database Management Means… It means you have an understanding of this as an ASSET, and action means more than words You have outlined a plan to use your data, acquire it, build on it and eliminate wasteful spending

8. What it Means cont… When it is done right, it considers the following areas: Understanding your internal capabilities: Sales, office, points of contact and collection Understanding your resources: Who is most qualified to collect it, store it, use it and keep it clean

9. What it Means cont… Contact Point Management: Collection points: Everywhere possible throughout your company Collection techniques Business cards, counter displays, CRM systems

10. What it means cont… Storage techniques: Is it in Outlook? A CRM system of some sort Disconnected computers and laptops? Usage technologies: Mailing Emailing Newsletters

11. What it CAN do… First and foremost it can… Help to focus your sales, efforts and investment in ONLY the areas that matter!

12. What it can do cont… Benefit #1: Assuming you believe the sales force has limitations, it can automatically and consistently tell your story and what is unique about your products and services.

13. What it can do cont… Benefit #2: It can focus your efforts on ONLY those areas that are most likely to want what you sell or service.

14. What it can do cont… Benefit #3: Done right, it allows for the efficient use of your existing data sources (what you’re already paying for), and get the most out of them.

15. What it can do cont… Benefit #4: It will tell you with accuracy what your “PENETRATION INDEX” is, or YOUR OVERALL PENETRATION into your total opportunity This allows for a highly targeted approach to those that NEED to hear your story!

16. The Alternatives of NOT doing it! Wasted marketing spend by not utilizing your resources the right way Not consistently following up on the right group of customers or prospects Leaving to chance the management of a key asset of your company

17. The Alternatives cont… Letting your front lines continue to plan and execute strategy Allowing randomness to systems and processes Blurs your true numbers and affects your understand of true Return on Investment

18. What’s Needed Commit to a “culture of discipline” and make the capture and use of your data a priority Understand the techniques to collect, store and use it. Commit to a CRM system of some sort

19. What’s needed cont… Understand your internal capabilities (people, process, systems and technologies) Form a plan to 1) Get educated on the possibilities, 2) Map the plan with timelines and milestones to achieve your goals

20. Be Forward Thinking Understand the automation capabilities to take the guesswork out of as many processes as possible Understand where technology is, where it’s going, and the impact on your company Commit a few hours each week to talk about it!

21. Commit to the process! This exercise pays HUGE dividends for ANY company! www.equipmentfx.com