The Power of a Customer Relationship Management (CRM) System

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Recently, I chatted with an advisor about what else he could be doing during the summer months, as he was getting low responses from his dinner seminars. I asked him where he got his last client, and he enthusiastically explained that it was from a 55+ community. After probing a bit, we began analyzing his Customer Relationship Management (CRM) system and realized he had three existing clients within a particular community. Why not focus on that community? What a powerful resource your CRM can be in helping you identify a niche that you did not initially realize.

Want to know how you can make your CRM work for you? Here are four ideas you can implement today to help optimize your CRM:

1. Remove Duplicates

It happens all the time: You enter a contact, and your co-worker or partner adds the same contact using a nickname. Now you have duplicates, which can make it difficult to keep up with reminders, notes, etc. Sort through your contacts by last name, then combine the info into one contact record and delete the duplicate.

2. Use Tags

Every CRM is a little different, but utilizing tags can allow you to categorize your clients. Try organizing them in order of case importance. This way, you will know how often you should be reaching out to them. Examples of tags are:

  • Radio Prospect
  • A+ Client
  • DO NOT Contact
  • Potential Partner
  • Inactive Client
  • Referrals

3. Add Emails

Do the majority of your contacts have emails affiliated with them? If not, start asking for them. An excellent way to do so is by asking for them at your seminars and events or sending out a database-updating postcard. Including email addresses can save you time and money and help you consistently communicate with prospects and clients — such as with a monthly newsletter.

4. Write in long-form

Always spell out full names and addresses, and avoid abbreviations. For example, use “Street” instead of “St.” Every database is different, so making your data usable to integrate into different platforms will help in the long run.

Databases are only as good as the data inputted into them. So, take time today to implement ways to organize and clean up your CRM. It might just help you find your next group to target!

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Stephen Odom, CEO of The Impact Partnership


Chief Executive Officer

Stephen started in the insurance marketing business in 2001 as a new business consultant. In 2002 he was promoted to Director of Sales and built a 200 million book of business from scratch. By 2005, he was one of the top wholesalers in the country, working with some of the top financial advisors and insurance agents across the USA. In 2008, Stephen was promoted to Co-President of one of the largest IMOs in the country.

In 2011, Stephen continued his entrepreneurship path and co-founded The Impact Partnership, an INC 5000 company. Stephen is responsible for the strategic vision of Impact and is laser-focused on creating a culture of growth for both internal teammates and our amazing customers.

Stephen lives in Kennesaw, GA, with his wife of more than 20 years, Kendra. They are blessed with three beautiful children Katie, Tyler, Anna Brooke, and Laya, their German Shepherd and Luna, their BernieDoodle.