CRM users beware: 'leads can lie'

The use of customer relationship management (CRM) and associated small business management software is one which can garner a lot of insight into the machinations of the market being addressed, it is widely accepted.

However, companies with CRM should bear in mind that sometimes leads which the system can dig up may just be a lie, according to David Taber of CIO.

Mr Taber explained: "Leads lie because we think they're saying something that they aren't. A lead is not ready to buy. They're typically not even ready to talk with one of your sales reps."

He added that marketing bods regularly promote the value of leads when, in reality, they are not sales - something which companies will find out in time, though they should never rely on them solely and work still has to be done.

CRM, first and foremost, must target loyal customers above all else as this demographic - while it may only be 20 per cent of a client base - can contribute up to 80 per cent of sales, according to Davina Wertheimer of Bizcommunity.

Small Business Management Software from Atlantic Global OnDemand.

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