I’ve been talking a lot about how to maximize your CRM lately. If you’re still panicked about not having one, jump on it, I promise you it’ll make your life more sane. After my latest newsletter went out, a colleague of mine called to ask a question about how my CRM integrates with MailChimp.
Her question was if I ask permission before adding people in my CRM to my newsletter list. Which is a GREAT question! The short answer is no, but the longer answer is…
I only add people to my CRM who are a potential client. Not that I want them to hire me even though they’ve given me no indication they’re interested in me, but we’ve had a real live conversation about them hiring me. People who make it into my CRM are people who are in my sales pipeline. They’re interested, we’re talking, I’ve probably sent them a proposal or some recommendations about what it would look like to work with me. I call this implied consent.
I treat my newsletter as an additional touch point. If 80% of sales happen between the 5th and 12th (12!) touch point, then my newsletter is one of those touch points (well, it’s hopefully years worth of touch points!).
This is why I think newsletters are such a great way to connect with your network when you’re NOT selling them something. My newsletter is full of helpful information that gets you to say “she’s the right person for me” or “she’s nuts so glad I didn’t hire her – UNSUBSCRIBE.” Your newsletter should be thought of as a part of your sales pipeline. It’s not a pushy part of sales process but one more way you can add value to your potential client and remind them that you are alive and in business and ready for them to hire you when they’re ready.
My friend then asked how often people unsubscribe and if I get complaints. A great question, and again the answer is NO. People have occasionally unsubscribed in time, which is OK, I’m not the right fit for them. No one has ever responded and been mad they were added to my list if we’ve been having conversations about working together.
As you look at your list and your connections, I will always make sure that you are adding in your current clients, past clients (unless it ended badly) and your prospects. Make sure that the people who SHOULD be hearing from you are hearing from you!