How to create a database and get the most out of it Patricia van den Akker

What we will do in this webinar Why is having a database important? The 4 stages of selling What is stopping you from database management? Filling the pipeline: getting contacts in your database What system(s) is best for you? Various database systems: from simple to complex, Excel Pipeline, for Macs & The Cloud The legal side Staying in touch with your database How to keep your database alive?

Why is having a database so important?

Why is having a database important? A systematic approach to managing clients and contacts You are only human: you forget names, you lose contacts Being in ‘control’ Making the client relationship process much easier

Selling = building relationships 4 stages of selling: Filling the pipeline Following up Presentation/meeting Closing the deal

Why is following up important? Professional people are busy (and human) Inboxes are overflowing Too much information Who are you again? Following up shows that you care If you don’t follow up then most networking & selling events are a waste of time: orders come after a show It’s low hanging fruit ... People only buy from people they know, like & trust

What is stopping you from following up?

What is stopping you from following up? It sounds boring! Not very creative … Too many systems? All over the place? On your phone, emails, Twitter, Linked In, your invoices ... Have you got a system in place? What do you do with your data? How do I follow up? What do I say or do? I am really good. Why don’t people come to me? I want to be discovered. What are you resisting? You need to be pro-active to thrive ... What are you worried about? Success, failure, the work involved, expectations, selling out, impact on others, ... Are you prioritising it? Is it important enough? Are other urgent & creative tasks always taking over? You need to make time for marketing and following up. When would be a good time for you to do this?

Filling the pipeline: How to get good contacts into your database?

Creating a good database It’s about quality, not quantity! Who are your clients? Trade or consumer? Who needs to go into your database? Clients? Press? Referral partners? Suppliers? Partners? What have you got already? Check past clients, your email list, invoices, phone, Linked In, Mail Chimp/ Aweber, lurking business cards, Face Book, Twitter, ... What info do you need? Name, business name, email, phone, mobile, address, website, category, last contact, notes, ... What system do you want? Simple folder to CRM to online and apps ...

Getting good data What details have you got already? What is your niche? Focus your database Do your market research: Online & (trade) press Which galleries/shops/retailers do you want to sell to? Interior designers? Art consultants? Agents? Awards? Competitions? Business support? Who are your competitors selling to? ALWAYS have a contact book at a fair & inbox on your website Press contacts? Look for Editor, Features Editor, stylists Selling events are good to get consumer info Linked In is good for ‘people with a job title’ Directories e.g. Crafts Magazine, Design Week, Craft Finder, trade fair catalogues

What system(s) is best for you?

A system for YOU Keep it simple! Do you use computers? Online? Cloud? Do you work by yourself or with others? How much data? Only 100 or 10,000? What’s the purpose? E.g. Address book to flick through Link to project management, briefs, quotes, ... Email management & newsletters Integration with finances Link with your diary, reminders for appointments

The most simple systems Business cards in a box/folder Windows Contacts & Mail Live Probably already installed on your PC Easy to use Microsoft Outlook Part of MS Office For contacts, meetings, calendar Google contacts Send group emails Easy to find and merge duplicate contacts Portable and multi-user access Sync across different platforms

Excel spread sheet Sorting info Easy to use Free or cheap Easy to scroll Mail merge & labels Easy to mix lines up

update (include today's date) Excel Sales Pipeline   update (include today's date) Total 2012/13 Annual target 20,000 fill this turnover or income target in Achieved to date this will be automatically filled in To go Prospects total Stage 4 Actual Sales Description quarter 1 quarter 2 quarter 3 quarter 4 total to date client name here i.e. Commission Totals Figures in quarter when invoiced Stage 3 Presentation stage Likelihood? Value Status next step £ what is happening? £0.00 Stage 2 Follow up stage Stage 1 Filling the pipeline people who you want to contact

For Mac CapsuleCRM ElementsCRM Daylite

Apps Contapps Contacts Smartr Contacts Integrate mobile phone, email, FB, twitter, texts into one automatic contact database

More complicated applications FileMaker pro MS Access Database £110 Sage ACT! Pro Database: Customer contacts, emails, meeting notes, to do lists Integrates with accounts Connects various social media tools Backup in the clouds £140 Sales Force Contact Manager £45/month

Email management MailChimp Aweber Constant Contact Free to use (up to 2,000 subscribers, and 12,000 emails) Aweber Up to 500 users $19/month Constant Contact Email, surveys, social media campaigns, event management

Use your data well: Follow up without being a nuisance

You will never be a nuisance if you ... Be professional Be relevant Be specific and keep it short Personalise your message Be timely Don’t bombard them Give first, and take later Say ‘thank you’

Follow up Always have something to invite people to: have 3 – 4 events per year and send an invite (great for your profile, even if people are unable to attend) Identify 20 specific people: make it personal, hand written card Follow up immediately after meeting: fresh in the mind, specific and personalised follow up, follow up after trade fairs, what’s the ‘call to action’ – an order or a meeting? Think email, brochure, price list, ... Personalised intro emails/packages: do your research, keep it short, include images, send on Tuesdays, follow up by phone Meet at a major event: arrange follow up meetings at trade shows or networking events, approach directly or use Twitter Regular newsletters/branded emails: stay in touch, tell your story and news, 10 tips for brides, link back to your blog/website, ... Give advice & referrals: Be the expert that’s open to giving advice I saw this and thought of you ...

Follow up 9. Christmas cards, ‘Thank you cards’, anniversary cards 10. Ask for referrals, images or testimonials: Get in touch again with ex-colleagues or ex-clients 11. Stay in touch with connectors and your ‘teachers’: who can refer you? 12. Join and use Linked In: stay in touch in low key way

E-invites don’t need to be boring

Newsletters don’t need to be boring

The legal side ALWAYS get permission to send emails You MUST register with the Information Commissioners Office www.ico.org.uk £ 35/year Data protection, security issues, type of information Complaints against you

How will you keep your database alive?

How to keep your database alive? Make it important for your business Set regular time aside: e.g. Immediately after an event, Friday afternoons, energy low times of the day, quiet times of the year, ... Break it down in manageable chunks: research 30min/week and add data 30min/week Set yourself SMART goals and targets: to add 150 contacts by March, to create a retail folder with 30 retail files in it, … Make following up part of it to see the results: Make it creative and fun, it’s about people not numbers, create interesting newsletters and invites Reward the process, not just the end goal

Action plan What do you need to work on? Identify 3 SMART goals, and include activities with a deadline When will you make time? What would that do for you? How can you create accountability?