There was a question in the “Trade Show Executive” LinkedIn group posted a few weeks ago that gave me pause:

What are the most effective CRM (customer relationship management) systems out there to drive exhibit sales growth?

I have been asked this question numerous times throughout my career. Technology has become such an integral part of business that we depend on systems to solve problems and yield bottom line results. However systems don’t grow a business. Systems are tools used to achieve objectives. Too often, CRM is defined as a technology solution. While there are a number of technologies that can be employed to support CRM, the practice of deepening and broadening relationships with customers is about much more than technology.

At this point I had a few choices. I could:

• Ignore the question
• Call out the person asking the question
• Reframe the question and provide a meaningful answer

I chose the final option and came up with the following:

How can I effectively apply CRM to drive exhibit sales growth and what is the best tool to help achieve that growth?

To effectively apply CRM we first need to ensure we understand what CRM is. Paul Greenberg provides the best definition for CRM:

“CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.”

Once you understand that the customer is in charge you’ll see that sales growth is directly tied to engaging customers and prospects in meaningful conversations. Those conversations, over time, build relationships. In turn those relationship building activities between people build trust through genuine listening and response to discovered need. That trust, in time will yield sales. Remember, this is a process. Each company engages the customer a little differently (commonly called a “sales process”). Before talking to any CRM vendor make sure to spend your time understanding how you want to apply CRM strategy. Don’t skip this. Failing to take this fundamental step leads to more CRM failures than any other factor.Below are some key questions I ask when working to determine a company’s CRM needs:

• How do you find customers?
• How do you build & nuture relationships?
• How do you currently capture what your customers/prospects are saying?
• Where are your customers currently talking about you?
• What are your pulse points? What metrics/measures tell you that your current process and strategy is working (or not working)?
• Who is involved in your CRM initiative? Sales? Marketing? Customer Service? Operations? I’d argue all should be included but that’s another topic for another day.

After answering these (and more) questions it’s time to ask, “what technology solution can help us best manage this?” You wanted to ask the question at the beginning…many do and when they focus first/only on the technology it normally ends in a technology change after months/years of underproductive headbanging sessions. Technology is important. CRM offers several technology solutions. Don’t get hung up on the technology, instead focus on CRM and the right technology fall into place.

“Plan your work for today and every day, then work your plan.” -Norman Vincent Peale

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