Setting up a synchronization profile allows for remote end-users to “sync” with just a few mouse clicks without being too technically knowledgeable. For our example we will choose to Create a Transfer Set. Use the following steps to set up the profile:

1. Go File/Synchronize/Synchronization Wizard
2. Choose Start a new session, Next
3. Choose Create a Transfer Set, Next
4. On the “Create a Transfer Set” screen we will browse out to a location to store the transfer set file such as C:\My Documents, leave everything else unchecked, Next
5. The “Send Options” screen will determine which criteria we want to add in our transfer set, Next
6. The “Send Contact-related Options” screen is where we decide what database(s) to send, Next
7. The “Send Filter Options” screen allows for some records to be filtered out of a database, for our example we will not attach a filter, Next
8. The “Cutoff Date/Time” screen allows the user to choose the period of time he wishes to send records from, Next

#1) Know the Competition
A manufacturer that uses GoldMine wanted to keep a better handle on the market share they and their competition had. Knowing that their sales reps are speaking to the same national pool of dealers, they recognize that this would be possible if the reps asked certain qualifying questions and tracked the responses in GoldMine. So we created custom GoldMine fields with the names of their competitors in the lookup lists. They instructed their reps to gather the necessary information. Then at the end of a period of time we produced a customized report using Crystal Reports to calculate and graphically display their market penetration as compared to their competitors by region and nationally. The information told them where they were strong and where they were weak. It also gave them a basis for territory realignment. It could even lead to staffing and recruiting actions.

#2) Spread the News
A service company decided to create a help desk and hire a help desk manager. They believed a more formal customer service system and process would lead to improved service and therefore, greater customer loyalty. It was a significant investment. Recognizing the value they were seeking to provide their current and prospective customers, they decided to get the word out about their actions to serve them better. So they prepared a written publicity announcement and then targeted their prospects and customers with messages geared to each audience. Letters and emails went out with GoldMine and the reaction has been very positive!

#3) Automating Event Registration
A consulting firm, which holds seminars to attract new clients, sought a better way to handle registration. They were already a GoldMine user and their Solution Partner used GoldMine to help them. Many of the attendees register on-line so it was a perfect opportunity to capture contact information using eGrabber’s Web Response tool. Aside from entering all the contact information, the web import is designed to also:

■ Record in the Details tab a campaign response
■ Add them to the event registrant list.
■ Kick-off an email thanking them for registering.
■ Schedule a event confirmation call for an administrator
■ Advise the event planner the good news about another registrant. Mission accomplished!

Just because people love to hate the “big brother” aspect of CRM, doesn’t mean it is not a valid application for the tool. Sure there are better ways to manage and motivate people than to spy on them and hover over their shoulder. You can choose what to do with this information. I’m just going to give you a few ideas that may help you to inspect what you expect. Depending on how your security access is set up, you may not have access to several of these.

Closed Tab and Real Time Tab on the Activity List – There are two quick and easy places for reviewing users’ completed activities in detail. The Closed Tab is great for going over the specific types of activities (calls, appointments, next actions, etc.) for a certain user, while the Real Time Tab will give you a blow-by-blow of each completed activity for every user on your network in real time. Both views give you the option to “filter” the list so you can drill down for certain Activity Codes or Date Ranges, etc.

Calendar Peg Board – The Peg Board is the last tab on the Calendar view. If you operate in a network environment it lets you see whether any user is currently active on GoldMine by displaying whether they’re logged in or away, and how many minutes it has been with no activity.

Statistical Analysis – This Analysis View is a fast and simple way to get a tally of the number of completed calls, appointments, forms, emails, sales, etc. for selected users for a specified period of time. It’s useful for checking against goals.

Forecasting and Quota Analysis – Use these Analysis Views to get a roll-up of the total sales revenue in your pipeline by user, group of users or overall. (If you’re using Opportunities, then the Opportunity Manager gives you a detailed breakdown and the ability to sort.)

System Logs – User Logins and Sync Wizard Logs are administrative tools to see how many records a user has edited and the times they’ve synched if they’re a remote user.

Time Clock Tab on User Properties – This view is only available to users with Master Rights. However, it will tell you every time a user has logged in and out, and even how many keystrokes and mouse clicks they’ve done.

It’s still nice to know that there are a few features that GoldMine possesses that will help you to determine if your people are doing what you’re paying them to do. Besides, what’s so bad about wanting to get your money’s worth?

Selling has been called a “numbers game.” Clearly it is much more than that. However, it’s obvious that sales and marketing depend, in part, on getting out there and reaching as many as you can. While rejection is unavoidable, any sales professional also recognizes the need to reach enough targeted suspects, prospects and current customers repeatedly in order to win at the numbers game.

To produce the necessary frequency and volume of communications, it can take an integrated stream including phone, personalized and bulk mail, email, fax, advertising, word-of-mouth, publicity and Internet marketing. In each area GoldMine has something to offer.

Features:

• Mail Merge
• Email Merge
• Integrated Fax Server Solutions
• Speed Dialing · Referral Tracking
• Web Importing

Sure GoldMine is great for managing relationships, managing our time, tracking calls and appointments, and taking notes! By the same token, it’s a super tool for reaching your numbers. (It’s also a great tool, in conjunction with reporting and analysis tools, for checking to make sure you achieve your numbers.) So, in addition to setting goals for sales volume, set goals for:

• Mass and Personalized Direct Mail
• Email Broadcasts
• Fax Broadcasts
• Call Types (use activity codes to track)
• Referrals

Measuring and managing the flow of these types of communications will raise your awareness of whether you’re producing the level of marketing activities to truly support and build on the efforts of your sales or telemarketing reps. Similarly, the feedback will underscore the volume of activities these reps need to do themselves.

GoldMine helps you play the numbers game so you win by the numbers!

  Before anyone started using the term CRM, direct marketers were using databases. And, while CRM is the latest buzz, direct marketing gurus have been telling marketers about database fundamentals before Elan Susser (inventor of GoldMine) wrote his first line of code. The fundamentals are still relevant. Fortunately, however, GoldMine makes it a heck of a lot easier to practice them.

On the other hand, just because we have a powerful tool in GoldMine, doesn’t mean we’re doing what we need to in order to maintain, enhance and use our database. Here are a few database fundamentals and the features in GoldMine that give you better ability to adhere to them:

Ultimately the most fundamental aspect of maintaining a good database depends on the users of it. The real moment of truth that will most greatly affect the quality of your database is every time one of your sales reps or telemarketers or administrators is entering contact information. Your CRM system is not going to spell check a name or address or phone number.

Assuming your “house file” of prospects and customers is one of your organization’s most valuable assets, are you treating it as such? Who in your organization is responsible for seeing to it that you’re doing what should be done in order to maintain, enhance and use your database?

Being a better marketer is a lot easier with GoldMine. And, while GoldMine can’t turn you into a marketing genius, it sure can help you to work like one!