As mentioned in other posts, I use as many as five different databases for prospecting. If you count my email lists, there are even more (click this link, for more information about email service providers and databases related to email marketing). It would be nice if all my databases were combined into one, but it just hasn’t worked out that way. Each database serves a specific purpose and has, therefore, demanded its own space. Before we start talking through details on databases, something very important:
I thought I’d better put this note here first rather than repeat it over and over in every section below. As soon as possible, find a uniform way to regularly back up your data. There are many online backup systems that will do this job well. Backing up your data is important in case your hard drive crashes or a virus corrupts your data. Backing up via an external hard drive is a good idea, but it only provides partial safety. It is better to also use an online back-up system that backs up your data to an external location, so that, if a fire, earthquake or tidal wave wipes out your office, you data will still be safe! Personally, I like Carbonite online back-up. [Sponsored Link - Carbonite offers unlimited online backup for your small business for only $54.95/year. Try it free!
]
Prospecting Databases
My first database (Database 1) is set up to accommodate a mix of primary and Plus Listings. Primary listings are initially filtered by buyer description, but are raw and not-as-yet contacted prospects. Plus Listings are qualified prospects that I have contacted in the past and discerned to be of higher quality than primary listings. Technically, this database could be split between the primary and Plus listings, but it doesn’t have to be. As long as you learn how to sort out (or filter) your Plus Listings from the primary listings, you can let them co-exist on the same list.
For this database, I use a software called Microsoft Works. [Sponsored Link - Microsoft Works 9.0
] It is inexpensive and a very easy software to use. It also has wizards for mail merges and database creation. Generally, I create a custom database (which sounds difficult, but is really easy using the wizard). I include in the database, fields for contact information, call “codes” and contact dates as well as fields for key data points and notes. It can be filtered easily to identify prospects I have recently called and by “OK” codes.
- In the book Prospect Factory, I spend some time discussing the use of “printed primary lists.” If you use a printed primary list, it is only necessary to enter prospects into Database 1 once they become better qualified (i.e. are turned into finished leads or Plus Listings).
- Also, somewhere you may wish to create a place to store (and be able to cross reference later) a list of disqualified listings. I have found the Microsoft Works database to be excellent for this purpose, too. Microsoft Works is the program I have open and in “form view” while I am calling. I filter it at the end of each calling day to isolate finished leads, one-pagers to send, and permission emails that need to be sent.
- Microsoft Works also has an easy-to-use envelope wizard. It is here that I paste my company logo along with my return address, and merge data fields to print envelopes. This is a beautiful thing because I don’t need to pre-print envelopes for mailings. The return logo and the mailing address all get printed in the same “pass” by the printer.
Also, in regard to Microsoft Works, I set up a second database (Database 2), that I call my “Temporary Mailing Database.” Here, after I filter the addresses I want to send mail to from Database 1, I click the list view button. I then highlight and copy the names and addresses I wish to mail. Once copied, I paste this information into the temporary mailing database. The temporary mailing database is linked to my envelope template. In quick order, I am able to print the envelopes I need for the selected prospects at that time.
While some of these activities take a few steps, I appreciate the simplicity and the speed of the Microsoft Works program. Because there aren’t as many bells and whistles attached, this database is nice for larger lists. (In my case, 5,000 to 10,000 Plus List records – although the program is capable of handling many more than that.)
Database 3
My third database is my client service database. This is the database I use to service new and current customers. It is separate from my prospecting database and uses many specialized data fields. Finished leads are transferred to this database and scheduled for follow-up. If they buy, they are serviced as clients from this database. If they do not buy, generally they remain archived here in the event they become finished leads again in the future (i.e. in my world, this happens a lot). The database I use for this purpose is “ACT!” [Sponsored Link - Act! By Sage 2010
] The ACT! database comes preloaded with database templates, and I use a template as a starting place. ACT! is a very versatile database that can integrate with phone, mail and email. It has excellent sorting and filtering capabilities as well.
Database 4
The fourth database I use is my mailing database. It requires specialized software that is designed to process and manage mailing lists. The software I use for this purpose is called MyMail List Deluxe from Avanquest. [Sponsored Link - My Mail List and Postage Saver
] This database is the one I use to for systematic, recurring mailings. Such mailings are sent incrementally, meaning the list is not mailed all at once. This list is set up and then divided (in my case) into three parts because I send mail to the whole list over a three month “mail-cycle.” This database is driven by my current Plus List. A little difficult to explain it all here, but the mailing list is initially derived and then later reestablished by the Plus List again and again over time.
Because this list is mailed using “standard” or presorted mail from the US Postal service, the addresses need to be sent away to be certified for bulk mailing (CASS Certified). Once the list is certified, I can’t add any new addresses to the list till the next cycle. I sort the certified list by ZIP code, and I divide it into three parts. Each part is mailed each month. Because I am using “standard” mail, there are a lot of specific requirements for the certification, printing and sorting of this list. Therefore, it demands its own database and a specialized software to manage it.
Database 5
The last database I’ll look at here is the database I use for my in house do-not-call list. This list I keep in Microsoft Excel. The most important thing I do with Excel is use it to sort for duplicates. The do-not-call list is kept in its own datasheet, and it includes the names, addresses, phone numbers and the dates the do-not-call listings requested to be placed on the list. This data sheet is the first place I go to enter information when a prospect asks to be put on my do-not-call list. It is also the first place I go whenever I consider adding any new prospect names to my other lists.
When I prepare a new list to be called, I copy the do-not-call-list into a new data sheet along with the new numbers I wish to call. I then sort that sheet for duplicates and do-not-call listings. Excel has a feature called a Pivot Table (located under the Insert Tab in Excel 2007) that allows me to do a duplicate search in a snap. A Pivot Table does not delete the duplicates. Instead, it identifies and counts them. Once the duplicates are counted, I sort the totals, and I am able to see which numbers were duplicates. Once I know these numbers, I can go back to the source lists to remove duplicates and do-not call listings as needed prior to making any calls. Microsoft Excel, if you don’t already have it, is included in many Microsoft Office packages. [Sponsored Link - Microsoft Office Small Business 2007 FULL VERSION
]
Database Overview
As stated above, it would be nice if one database would be able to manage everything. To a certain extent, Act! has a the potential to do it all. Another possibility is a combination of Microsoft Outlook and Microsoft Access. The problem for me in terms of combining everything into one data management base has mainly been related to Database 1 above. This is such a large database, when I add it to other all-in-one software, it just becomes too cumbersome for me. Primary listings, Plus Listings and Client service all on the same list is a mess! Further, databases like the mailing database and email databases have such specialized functions, I can’t imagine them in an all-in-one setting. Systems are constantly evolving and perhaps someday I’ll link them all into one place! For now, these separate components are working well.
Databases for Prospecting
As mentioned in other posts, I use as many as five different databases for prospecting. If you count my email lists, there are even more (click this link, for more information about email service providers and databases related to email marketing). It would be nice if all my databases were combined into one, but it just hasn’t worked out that way. Each database serves a specific purpose and has, therefore, demanded its own space. Before we start talking through details on databases, something very important:
I thought I’d better put this note here first rather than repeat it over and over in every section below. As soon as possible, find a uniform way to regularly back up your data. There are many online backup systems that will do this job well. Backing up your data is important in case your hard drive crashes or a virus corrupts your data. Backing up via an external hard drive is a good idea, but it only provides partial safety. It is better to also use an online back-up system that backs up your data to an external location, so that, if a fire, earthquake or tidal wave wipes out your office, you data will still be safe! Personally, I like Carbonite online back-up. [Sponsored Link - Carbonite offers unlimited online backup for your small business for only $54.95/year. Try it free!
]
Prospecting Databases
My first database (Database 1) is set up to accommodate a mix of primary and Plus Listings. Primary listings are initially filtered by buyer description, but are raw and not-as-yet contacted prospects. Plus Listings are qualified prospects that I have contacted in the past and discerned to be of higher quality than primary listings. Technically, this database could be split between the primary and Plus listings, but it doesn’t have to be. As long as you learn how to sort out (or filter) your Plus Listings from the primary listings, you can let them co-exist on the same list.
For this database, I use a software called Microsoft Works. [Sponsored Link - Microsoft Works 9.0
] It is inexpensive and a very easy software to use. It also has wizards for mail merges and database creation. Generally, I create a custom database (which sounds difficult, but is really easy using the wizard). I include in the database, fields for contact information, call “codes” and contact dates as well as fields for key data points and notes. It can be filtered easily to identify prospects I have recently called and by “OK” codes.
Also, in regard to Microsoft Works, I set up a second database (Database 2), that I call my “Temporary Mailing Database.” Here, after I filter the addresses I want to send mail to from Database 1, I click the list view button. I then highlight and copy the names and addresses I wish to mail. Once copied, I paste this information into the temporary mailing database. The temporary mailing database is linked to my envelope template. In quick order, I am able to print the envelopes I need for the selected prospects at that time.
While some of these activities take a few steps, I appreciate the simplicity and the speed of the Microsoft Works program. Because there aren’t as many bells and whistles attached, this database is nice for larger lists. (In my case, 5,000 to 10,000 Plus List records – although the program is capable of handling many more than that.)
Database 3
My third database is my client service database. This is the database I use to service new and current customers. It is separate from my prospecting database and uses many specialized data fields. Finished leads are transferred to this database and scheduled for follow-up. If they buy, they are serviced as clients from this database. If they do not buy, generally they remain archived here in the event they become finished leads again in the future (i.e. in my world, this happens a lot). The database I use for this purpose is “ACT!” [Sponsored Link - Act! By Sage 2010
] The ACT! database comes preloaded with database templates, and I use a template as a starting place. ACT! is a very versatile database that can integrate with phone, mail and email. It has excellent sorting and filtering capabilities as well.
Database 4
The fourth database I use is my mailing database. It requires specialized software that is designed to process and manage mailing lists. The software I use for this purpose is called MyMail List Deluxe from Avanquest. [Sponsored Link - My Mail List and Postage Saver
] This database is the one I use to for systematic, recurring mailings. Such mailings are sent incrementally, meaning the list is not mailed all at once. This list is set up and then divided (in my case) into three parts because I send mail to the whole list over a three month “mail-cycle.” This database is driven by my current Plus List. A little difficult to explain it all here, but the mailing list is initially derived and then later reestablished by the Plus List again and again over time.
Because this list is mailed using “standard” or presorted mail from the US Postal service, the addresses need to be sent away to be certified for bulk mailing (CASS Certified). Once the list is certified, I can’t add any new addresses to the list till the next cycle. I sort the certified list by ZIP code, and I divide it into three parts. Each part is mailed each month. Because I am using “standard” mail, there are a lot of specific requirements for the certification, printing and sorting of this list. Therefore, it demands its own database and a specialized software to manage it.
Database 5
The last database I’ll look at here is the database I use for my in house do-not-call list. This list I keep in Microsoft Excel. The most important thing I do with Excel is use it to sort for duplicates. The do-not-call list is kept in its own datasheet, and it includes the names, addresses, phone numbers and the dates the do-not-call listings requested to be placed on the list. This data sheet is the first place I go to enter information when a prospect asks to be put on my do-not-call list. It is also the first place I go whenever I consider adding any new prospect names to my other lists.
When I prepare a new list to be called, I copy the do-not-call-list into a new data sheet along with the new numbers I wish to call. I then sort that sheet for duplicates and do-not-call listings. Excel has a feature called a Pivot Table (located under the Insert Tab in Excel 2007) that allows me to do a duplicate search in a snap. A Pivot Table does not delete the duplicates. Instead, it identifies and counts them. Once the duplicates are counted, I sort the totals, and I am able to see which numbers were duplicates. Once I know these numbers, I can go back to the source lists to remove duplicates and do-not call listings as needed prior to making any calls. Microsoft Excel, if you don’t already have it, is included in many Microsoft Office packages. [Sponsored Link - Microsoft Office Small Business 2007 FULL VERSION
]
Database Overview
As stated above, it would be nice if one database would be able to manage everything. To a certain extent, Act! has a the potential to do it all. Another possibility is a combination of Microsoft Outlook and Microsoft Access. The problem for me in terms of combining everything into one data management base has mainly been related to Database 1 above. This is such a large database, when I add it to other all-in-one software, it just becomes too cumbersome for me. Primary listings, Plus Listings and Client service all on the same list is a mess! Further, databases like the mailing database and email databases have such specialized functions, I can’t imagine them in an all-in-one setting. Systems are constantly evolving and perhaps someday I’ll link them all into one place! For now, these separate components are working well.