Why Salespeople should stop using email

I recently demoed Ryver to two marketing experts/friends. One surprised me by saying, “Ryver is the R in CRM.” I had voiced similar ideas but never as succinctly as he.

R in CRMI was the co-creator and CEO of ACT! – The Best Selling Contact Manager. ACT! sold around 10MM copies. Many consider ACT! to be the first CRM product. Some even call me the grandfather of CRM. Just means I’m old! ?

I was the founder and CEO of SalesLogix, the leading mid-market CRM. We grew from $0 to $108MM in 5 years.

Both these products are still viable some 27 and 17 years old respectively.

What did my friend mean when he said “the R in CRM”? He meant Relationships are built around great communication. Building relationships is all about communication. Just ask any marriage counselor!

Email is no longer the best way to communicate. Our most important communication is buried among less important,Email can't be foundeven unimportant emails. When emails have to be found by everyone involved, everything slows to a crawl. Reply all emails are such a pain! They can go on and on with comments like “cool”. Everyone has to find and open up that email just to see “cool.” I call it reply all hell. Where is the opt out? Where is unsubscribe? You should have to have a license to be able to send a reply all email!

CRM can be helpful tracking information about a deal, butimg-whyryver2what about all the real time communication that takes place getting that deal closed? Even more important is what about all the communication (relationship building) that takes place AFTER the sale is made? Often there is a hundred times more communication that takes place after the sale is closed. I call it “what the dog does after he catches the car.” It is account management.  Effective account management is all about communication.

The team that is formed to deliver the goods and services has to communicate with each other and with customer team members. Either a great or a poor relationship will be built depending on the quality of communication that takes place.

You can set yourself apart from all your competitors when you use a new and better way to communicate. Getting ALL your most important communications out of email and into a product like Ryver is radically more efficient. You then know ALL your most important communication is in Ryver, NOT in your email. Email is still important for other things, but your most important stuff is in Ryver.

When it is actually used, CRM can do a great job of being a central repository for information about prospects and customers. But CRM does nothing for building a “relationship.” CRM should really be called CIM. Customer Information Management. What is needed is the R for a CIM to become a CRM system. But the R is missing from all CRM systems today. Team Communication Software is becoming the R in CRM.

Salespeople were among the first to use pagers and cell phones. Why? They needed to be able to be reached anywhere, anytime. Team Communication Software is the new pager and phone. Being able to Chat as a group in a business context is essential. Being able to have complex discussions as a group rapidly in real time is critical to business today. Keeping all relevant files one click away is essential. Being able to communicate in this new way builds relationships one message at a time.

Customers love that they can rely on me and my team to respond to all of their questions and comments “right now.”

Especially when large, complex teams of account managers, contractors, subcontractors, suppliers and consultants have to work closely together, team communication software is a requirement.  Email is just too slow in today’s complex fast moving world.

There are over 1 Billion business users of email. In the next decade we will see everyone transition to team communication software for all their most important communication. If you are in anyway involved in selling or serving customers you will no longer use email for your most important communication.




Pat Sullivan

Was co-creator and CEO of ACT!, The Best Selling Contact Manager. Founder and CEO of SalesLogix The Leading Mid Market CRM Two time winner of Ernst and Young Entrepreneur of the Year Award. Co-founder and CEO of Ryver, The Best Team Communications that is FREE.

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