Cold Calling and CRM Training Manual

This Reference Manual was designed to be used by internal and external sales representatives. This manual should be used to train all sales staff at regular training sessions as stipulated by management. A copy of this document is available at all times for reference purposes.

KT Shop Cold Calling & CRM Manual

Mastering The Cold Call .......................................................................................................................... 4 Introduction ........................................................................................................................................ 4 The Cold Call - Myths and Fears ...................................................................................................... 4 Tips and Types of Calls .................................................................................................................... 4 How to Go from Cold to Warm to Hot ............................................................................................ 4 Read Have an answer ................................................................................................................... 4 Managing all the Calls ..................................................................................................................... 4 Objectives........................................................................................................................................ 4 The Cold Call Myths and Fears ............................................................................................................. 5 Uncovering the Myth .......................................................................................................................... 5 Myth .................................................................................................................................................... 5 Realizing the Fear ................................................................................................................................ 6 Fear ..................................................................................................................................................... 6 Face It .................................................................................................................................................. 7 Tips and Types of Calls ........................................................................................................................ 7 Types ............................................................................................................................................... 7 Tips .................................................................................................................................................. 8 How to Go from Cold to Warm to Hot .............................................................................................. 11 1. Understand the Flow................................................................................................................. 11 Initial Call Flow Chart .................................................................................................................... 12 Introduction .............................................................................................................................. 12 Permission to Speak .................................................................................................................. 12 Introduce Business and Benefit Statement .............................................................................. 12 Purpose of Call / Decision Maker .............................................................................................. 12 Qualifying / Probing to Find the Needs..................................................................................... 12 Satisfy Objections...................................................................................................................... 12 Summarize ................................................................................................................................ 12 Action / Follow Up .................................................................................................................... 12 2. Have a success checklist............................................................................................................ 12 3. Follow Up Close the Call ......................................................................................................... 13 4. The Path from Cold to Hot ........................................................................................................ 13 COLD.......................................................................................................................................... 13 2013 KT Paper All Rights Reserved. 2

KT Shop Cold Calling & CRM Manual

WARM ....................................................................................................................................... 13 HOT ........................................................................................................................................... 13 Read Have an answer ................................................................................................................. 14 Do research on the company .................................................................................................... 14 Industry research on your businesses and theirs ..................................................................... 14 Having a script is not being scripted ......................................................................................... 14 Have your material ready ......................................................................................................... 14 Sales Call Management System ........................................................................................................ 14 Manual Sales Systems ................................................................................................................... 15 Create a Manual Communications Management System ........................................................ 15 Client Resource Management System (CRM) ................................................................................... 16 Managing the Contact................................................................................................................... 16 Managing the Call ......................................................................................................................... 16 Managing the Marketing .............................................................................................................. 17

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KT Shop Cold Calling & CRM Manual

Mastering The Cold Call

Introduction
Many people have a negative reaction when they hear the word Cold Call. From being flat out honest about not enjoying the Cold Call experience to the subtle signs of nervousness that can affect the success of the business call, there are many stories and legends about the dreaded Cold Call. But there is a way to Master the Cold Call. This course will address the skills needed to seize control of your sales efforts and provide you with knowledge to increase your sales call-ability. We will strip back the fears and myths surrounding the Cold Call, and reveal how you can take your calls from cold to hot, while developing good relationships with committed customers who want to realize the mutual benefits of doing business with you. We will discuss pertinent organization that can improve your sales efficiencies, and help you target your sales efforts. In this training manual we will cover: The Cold Call - Myths and Fears Uncovering the Myths Realizing the Fears Tips and Types of Calls A Label is a Statement How to Go from Cold to Warm to Hot Simple guide to successful Calls Read Have an answer Having a script is not being scripted Being educated and ready Steps to having a successful plan Managing all the Calls CRM and you Simple Management system Its your Organization Objectives 1. You will have a better understanding of the myths and fears about the Cold Call 2. You will be more prepared and ready to make calls, by having a plan and understanding of the flow and path. 3. There will be an increase in your confidence calling businesses for the first time, and following up to take your sales calls from cold to hot. 4. You will be able to conduct successful business calls that help you to close deals and increase revenue.

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KT Shop Cold Calling & CRM Manual

The Cold Call Myths and Fears

Uncovering the Myth
Some people have a negative reaction when they hear the word Cold Call. Many different sales experts have a wide variety of perspectives on this topic. Some offer wonderful advice about how to be prepared and have a successful business call, others reinforce fears, anxieties and doubts about making a Cold Call. When researching and getting sales experts thoughts on Cold Calling two things overwhelmingly prevailed: 1. Calling is important Making a call is your attempt to reach out, educate and inform other people about the benefits of doing business with you. It is your opportunity to achieve revenue and success with your business. For some businesses this is the only opportunity to make money and is a pinnacle for success. This puts a lot of pressure on making a successful business call.

2. Motivation Varies There are many ways to inspire and motivate, when it comes to making a business call, but there are also many obstacles. First impressions, confidence, rejection, presentation, ignorance and mistakes are some of the many reasons people hesitate and do not like making a business call. Throughout the years there have been a number of different ways to inspire and motivate people to make a business call. To break it down simply, there are Nasty ways and Nice ways: I. Nasty The use of guilt, manipulation and fear are used as key ingredients to motivate. In some sales environments the motivational tool is: if you are the lowest in sales, you are fired. This technique is used to ensure that the sales force is focused and working hard. In this example they also understand the consequences of when a business does not generate revenue. II. Nice Using inspiration, determination and education to motivate. This type of motivation is based on encouragement and enlightenment. If you are bottom or the top in sales you will be given the opportunity to have your skills evaluated to determine which techniques and areas of the sales force your skills will be best suited to. Providing opportunities to increase the team effort will motivate everyone to strive for their best.

Myth
Throughout the years Nasty ways of motivating and negative experiences with making a business call have created Cold Call myths. Theses myths present the Cold Call as a difficult process, which should only be attempted by those that are trained, experienced, have tough skin, enormous super sales powers and ability to deflect negative comments without wincing. There are many Myths about Cold Calling from I dont want to be like a telemarketer to What if they tell me to stop hassling them and leave them alone? 2013 KT Paper All Rights Reserved. 5

KT Shop Cold Calling & CRM Manual

What is important to remember is that a myth has purpose. A myth, according to the wikipedia.org A myth is often thought to be a lesson in story form which has deep explanatory or symbolic resonance for preliterate cultures, who preserve and cherish the wisdom of their elders through oral traditions by the use of skilled story tellers. Anyone who has had a negative experience with making a business call will most likely pass on this information to others, specifically to people who will be making the same type of call. By passing on this negative experience there is reinforcement into the fearful aspects of making a business call. A Cold Call, simply put, is a sales call. You need to generate revenue for your business so you must sell. This opens up another Myth about the Cold Call, that when making a call you are coming off as a stereotypical salesperson. Ask your friends what words they associate when you say Sales, they will usually come up with a list of Salespeople that they profile and present in a negative manner. Car Sales, Telemarketers, Door to Door, In Your Face. There is one thing that we all can agree upon; profiling is not a good way to describe anyone. We are all individuals and we all have our own perspectives and ways of doing things. In business we have to generate revenue to succeed. We generate revenue by conducting sales; you determine how sales will be done. The wonderful thing about myths is they are lessons. Each myth or story you hear about making any type of business call will have a lesson buried inside. When conducting a sale you are establishing a relationship of equal benefit to all parties involved. This seems to be an easy process but when first establishing the relationship there can be hesitation and apprehension due to unknown fears.

Realizing the Fear

There seems to be an inherent fear built into the word Cold Call. Before we address the fear lets look at the purpose and goals behind making this call. You are establishing an understanding to the mutual benefits of working together. You are sharing the wonderful attributes about your business. You have something that will help the person you are talking to. You are exchanging money for this service.

Fear
Fear of the unknown is the number one reason people are apprehensive about making a Cold Call. You never know who is going to pick up the phone and how your call will be received. Fear is found in many different forms: Rejection o How will you be received on the other end? Mistakes o Will you have all the answers they need? First impressions o Are you establishing the business well? Presentation o Are they going to like what you offer? 2013 KT Paper All Rights Reserved.

KT Shop Cold Calling & CRM Manual

Profiling Stereotypes o Will you come off as a cheesy sales person? Confidence o Will you represent the business well?

Face It
The most important way to overcome fear in sales is to address what is scary to you. Make a list similar to the one above and write down what your fears of making a Cold Call are. Then write down questions, experiences and comments about each of these fears. It is important to address them and deal with them first. Once you what your fears are, you can start to break down the barriers of the unknown and will be more able to prepare yourself to handle these situations in the future. One of the biggest fears in making any type of business call is the dreaded NO. Like all other obstacles, this is an opportunity to learn, grow and get more people to say YES. When you are engaging someone in a sales a call and they tell you NO, they are providing you with an opportunity to find out Why not? Could it have been your presentation, the product, a preconceived idea? You will only know the answer if you ask. Take the time to realize that all sales calls are an opportunity for you to make your business better. By realizing that this is an opportunity for you to educate yourself you are finding out ways to improve how you conduct business. Thus you are finding opportunity in a NO answer. In Conclusion when looking at the Cold Call as a myth, remember it is a series of lessons for us to learn and the most important lesson is that negative and nasty Cold Call myths are kept alive by fear and the unknown. It is important for us to understand and realize that a Cold Call is simply a call made by one business to another to provide benefits and aid in exchange for money and that the fears are self perpetuated and can be overcome through realizing what it is that you dread and addressing it in advance.

Tips and Types of Calls

Types It seems that Marketing Gurus love to give things names, some make sense and some dont, the best rule is keeping it simple. Labels are given to help us understand the difference between stages of a process. When making a sales call it is important to understand the level that you are at in the sales process. The three stages of a business call are broken down into Cold, Warm and Hot. Cold o o o o o This is the First time you are making contact. Introducing the benefits of your business Establishing whom you should conduct business with Understanding the communication methods and protocol They will want you to Send me Something More information about your business

Warm o You have been referred by someone 7

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KT Shop Cold Calling & CRM Manual

o o o Hot o o o o o

This gives you a reference / testimonial OR Know each other through a previous meeting In a brief encounter you were introduced Follow up call This is not your first time calling They are expecting your call Send me Something Im Interested in You Details on specific products or services They would like to buy your product You are taking the order OR There is an interest in what you offer You still need to close the deal OR You have established yourself with the client There is an on going business relationship There is a professional and interpersonal connection A colleague or good friend is the decision maker Send me Something I Would Like to Buy Details on pricing and conditions for doing business Send us the contract / Invoice

Tips This most important thing to remember when making a business call is How would you like to be treated? Once you understand and realize what it is like to be the person on the other end of the phone, you will be ready to present yourself well. You are conducting a transaction of mutual benefit; the call is an interaction with opportunity for both parties to profit. When faced with objections or obstacles one must look at them as opportunities to improve and educate. The following are tips to help you be more educated and prepared for making a business call. Be There for the Phone Call o Do not think that being on the phone call will allow you to double track. o Being on the phone is just like meeting face to face Be dressed, prepped and ready o Be yourself no cheese If nervous say why o When you are on the phone you want to present yourself as a professional o Have Policies and Procedures for when you are on the phone. If you work at home, have a specific way of answering the phone to ensure you sound like a professional In an office environment have a way of telling colleagues that you are in a telephone business meeting. Retail people should not double track sales calls while working in the store. o You are sharing time with the other person, be respectful and appreciative of the time they are giving you. Practice makes perfect 2013 KT Paper All Rights Reserved. 8

KT Shop Cold Calling & CRM Manual

Role Play To some this send shivers up their spine, this is an opportunity for you to face your fears and make sure that you are ready to present successfully. If you dont have staff or colleagues try it with yourself, family and friends It is important to get comfortable with the call o Asking for Information is part of the job You are calling to provide them with benefits, asking them questions to help determine what their needs are is you doing due diligence to provide a good service. If they are not interested in your product or services it is important to understand why not: You may have missed key information in your presentation and they actually could use your service. There are aspects to your service that could be augmented to provide the customer with exactly what they are looking for. Fear of the unknown, such as how people will react to you asking questions, will hinder the process. Your sales process is an important part of the success of your business. You will never understand and overcome the unknown if you dont ask. The Gate Keeper o This person will answer the phone and determine who or which department your call should be directed to. Personal Assistants, Receptionist, Secretaries have all been given this unfair Profile. A Gate Keeper directs and controls the communication in a business. They are in fact an integral part of the business that you are contacting. o The Myth and Fear behind the Gate Keeper is they are out to get you and they wield their control without prejudice. The lesson to the myth is that this person has a lot of responsibilities. o A Gate Keeper should be your friend You wish you had someone like this for your company They have a lot of responsibly and knowledge and should be respected. They have all the information about the company or where to get it. Timing o It is important to understand what timing is best for the industry Have you called at a time of need, does the client demonstrate an immediate need for your service? List any seasonal attributes to consider The time of day may also be important o When is it best for them? What time of day or week is it best to call? Your Industry may have rules E.g. you should never call on a restaurant at lunch, when they are busy; you are interrupting their best time to do business. When is it best for you? Schedule time when you are at your best o 9

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KT Shop Cold Calling & CRM Manual

Some people perform better in the morning, some in the evening How much time will you require? Pay attention to your conversations and keep records of how long you spend with someone on the phone. This will help you to better plan the amount of time you are going to devote to making your targets.

Emotions o Be aware of what state are you in, make sure not to project negative emotions or feelings of frustration. You are conducting business and professionalism is important. o Never assume how someone is feeling, emotions are a personal experience, this must be respected. o It may not be you; the person on the other end of the phone may be experiencing emotions that have nothing to do with you. Correct Information o Double Check the spelling and pronunciation of the person you are going to speak with. Check with the Gatekeeper if you are unsure of the exact way to pronounce someones name. o Asking to make sure you are correct, is a sign of respect. Be Clear o Make sure you have an agenda of what you are going to say and why. o You are educating people about your business Use simple language impress with your benefits not tons words Have an objective, purpose and goal to your call Be Ready to Learn o A no or a rejection are opportunities to learn Finding out why not, will help you to be more prepared for the next call o If they are responding take notes When getting feedback from prospects as to why they like their current provider, write down the key points so you dont forget and can address them later in the follow up. o Their no may be circumstantial Always find out why they said no, it could be an easy reason, such as timing or they only buy during one time of the season. The buying authority is currently away and wont be back for a while. o Sometimes Second Place is the next first If you dont get the business because they are happy with their current provider, ask to be second. If for some unforeseen reason the current provider cant help, I would love to be there for you. Objections are opportunities o Anytime you are engaged in conversation with a client, customer or prospect you have the opportunity to improve the way you do business. o Keep track of the objections to see if there is a pattern that you can recognize and overcome. 10

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KT Shop Cold Calling & CRM Manual

Ask for a referral I am confident in my services, do you know anyone that could benefit from what I have to offer Research o Find out as much as you can before you make the call o Be up front with what you know, you will be more respected for telling the truth than lying. o Do not spend too much time doing research (though spend enough to be prepared, a little knowledge can open up doors in a sales call) This is sometimes considered procrastinating, because you dont want to make the call Making the call is also a good way to do your research Set a specific amount of time that you are going to spend researching. Get to know the Org o An Org Chart is another word for an Organizational Chart which is the structure of a business o The chart will helps you to know who to talk to and what the chain of authority is when it comes to making a decision. o It usually can be found by doing research on the business, but if you do not find anything remember to ask. The Gatekeeper will have this information. The Next Step o Things may go amazingly well in the initial call Be prepared to go from Cold to Hot in one call o Have a plan outlined on the best case scenario for a call Send Me Something o Make sure you have the material needed to close the deal o Ensure that it answers any questions and gives actions to the prospect to engage you in business. Have a calendar for follow up calls or appointments Take notes on the call and how it went You should do this for all calls o What is the next step? Be prepared to walk them through the process by explaining to them what is going to happen next. This will make them feel more at ease working with you in the future o

How to Go from Cold to Warm to Hot

The main purpose of every business call is to go from Cold to Hot as efficiently as possible. The best way to make this happen is to have clear understanding of the process and have a plan to be prepared. Here is a simple guide to conducting successful Calls. 1. Understand the Flow When you make an introductory call there may be variety of ways the call happens but it is a good practice to have an idea of how the flow should work. Once you understand this process, it will make the call easier and you will have a clear idea of your objectives. 2013 KT Paper All Rights Reserved. 11

KT Shop Cold Calling & CRM Manual

Initial Call Flow Chart Introduction Tell them who you are and where you are from

Permission to Speak Ask them if this is a good time to speak If no then when They may want to know why Introduce Business and Benefit Statement Tell them what you have to offer List the benefits that they will receive by doing business with you Purpose of Call / Decision Maker State the purpose and goal of your call Make sure you are talking with the person that makes the purchasing decision Qualifying / Probing to Find the Needs At this stage you are double checking that they have a need for your product or service. You are also taking the time to find out what exactly their needs are and matching these to the benefits of using your product or service. Satisfy Objections Explain to them how doing business with you will be a benefit. This will directed at specific areas that they have concerns about. Summarize Briefly overview the conversation that has just occurred Action / Follow Up Engage the action make the sale, book the next phone call, appointment Schedule a time to follow up, with the prospect and yourself 2. Have a success checklist Establish a process, from introducing yourself to a potential client to delivering your goods or services. Once you have written down the path you need to make, then list what tools are going to be needed to make this happen. Have scripts prepared and business information ready. Here are some steps to being more prepared for making the business call. The Passion for the Business o If this is your company it is your passion and vision, be prepared to share it with others. o If you have staff, share your belief in what you are offering. o Have a list of the benefits to everything you are offering accessible. Understand what it is like to be the buyer 12

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KT Shop Cold Calling & CRM Manual

o Ask yourself what would make you want to purchase your own product? o Also imagine saying no to yourself o What would the customer want to hear? Rejection happens o What are the potential rejection situations that could happen? o Not everyone will buy this product Thats OK o A no is a good opportunity What do you want to find out? Face the Fear and Go On o Recognizing your fear is an important step in overcoming them o Write down what it is you fear about making the call o This is a learning process and important to the success of your business Build Momentum o Be prepared to make your calls o Ensure that you will not be disturbed o Start dialling and keep dialling o No matter what the outcome you will only improve by continuing to call people.

3. Follow Up Close the Call Every time you finish making call you should have a set of procedures to follow to ensure that everything is taken care of. Have a Calendar ready to book appointments for follow up calls If they ask you to Send me Something be able to respond quickly o Once you have their attention, keep it Get them info ASAP (before someone else does) o Checking to see if they got the info is a good follow up. Dont forget to ask for their business o Have a plan of action o No matter how the call goes always ask for an action 4. The Path from Cold to Hot The easiest way to go from cold to hot is to realize what it takes at each step of the process Each business will have their own methods and each industry will have their own guidelines Create your own path by having a checklist for each stage of the Call COLD They have been introduced and are familiar with the business They are familiar with me and I have spoken with the key players I know what information to send to whom WARM There is an established familiarity between us. They are very interested in what I have to offer. I have explained to them the details of doing business and have addressed their needs. HOT They have demonstrated a need and desire for my services. They have communicated confidence in my business. 2013 KT Paper All Rights Reserved. 13

KT Shop Cold Calling & CRM Manual

They would like the details on making the purchase.

You may not always have such an excellent flow to your call but if you dont have a plan then it wont happen. A Flow Chart and Checklist helps the process to be realized.

Read Have an answer Being educated and ready to answer questions is important to conducting a successful sales call. You sound more professional by providing knowledge about the industry, their business and your products or services. The quicker you can respond to questions, concerns or objections the faster the path to closing the deal. Do research on the company Having bullet points of knowledge o Make sure it is relevant to the transaction and not just filler Showing your diligence will demonstrate that you want to work with them Industry research on your businesses and theirs Be aware of trends and new developments that affect business Make sure you have all of the knowledge about your industry o Why your product over another? o How do you rank in the Industry? o Important pieces of information o Your Unique Selling Points Having a script is not being scripted Having a script is an excellent plan to ensure you do not forget to mention something When using a script, it does not mean you are to read it and sound like a poor telemarketer A script is a collection of objectives that need to be made to further the transaction This doesnt have to be a major production; this is guide to help you get all of the information and communication needed to complete your transaction. You may not always be following the same flow for each call, which is why it is a good idea to have a checklist of key points. Your script is also your checklist. Use the Initial Call Flow Chart to establish your script Have your material ready Be prepared to Send Me Something Have copies out while you make the call to answer any questions about what you offer. Have a system in place to be able to forward the information in a timely manner.

Sales Call Management System

Once you engage possible prospects about your business, you may have to manage the call to make the sale. When introducing your services to a new client, it may take many points of communication 2013 KT Paper All Rights Reserved. 14

KT Shop Cold Calling & CRM Manual

to finally arrive at a sale. The mapping, tracking and scheduling of this communication process will help maintain a reliable relationship and show you areas to enhance efficiencies. Manual Sales Systems Manual sales systems are how sales departments are managed without the use of computer database systems. When managing communications with multiple clients, with the potential for multiple points of contact, it can be very difficult to remember who you called, when they wanted you to call back, and what you talked to them about during your last conversation. A good communication management system will address all of these needs and also be able to assist you with areas that you may need help with. As an example, some sales environments will require you to remember a lot of key information, such as the best time to call, the best person to contact, their purchasing schedule and the budgets they have. You will also have to remember the last time you spoke with them and what you said. A communications management system that will work for you should be developed by you. Find out what works for you. Everyone has different skills, create a system that maximizes yours and assists in areas you need help. Create a Manual Communications Management System When you have a multiple point of contact manual sales system you need to have a multiple stages to your sales. From first point of contact, to leaving messages, each step requires time management and organization. Get these tools: 2 three-ring binders Alphabetized dividers Month dividers Seven File Folders Calendar Binder with Alphabetized Dividers Your alphabetized binder is to be used to file your contact sheets. Your Contact Sheets contain information about your clients/prospects and, for reference purposes, should be accessible quickly. Anytime you are not engaged in scheduled communication with a prospect or client you should file their contact sheet in the alphabetized binder. Binder w/ Monthly Dividers The monthly binder is to be used to track sales through invoices or order forms. If you do not have an order form, use your invoice to track dates and orders. This information can be used to make annual sales predictions and goals for the next year Weekly Folders Label 5 Folders with the days of the week; Monday, Tuesday, Wednesday, Thursday, Friday (or whatever days you work). 2013 KT Paper All Rights Reserved. 15

KT Shop Cold Calling & CRM Manual

These folders are used to manage your weekly calls. You will find that people are not always going to be able to speak to you and will want you to call back later. Establish a time that is best to call them back and file their contact sheet in the corresponding day that you will return their call. When, as an example, it is Tuesday and you are in your scheduled sales time, refer to the Tuesday Folder to see if there are any contact sheets that require your attention. Having this type of structure in place will aid you in focusing your sales energies by giving you a clear map of your daily sales objectives and commitments. Left Messages Folder Have 1 Folder Labeled for Left Messages. When you leave a message for someone, they sometimes will call you back. If you have made multiple calls during the day, remembering exactly who is calling you back and exactly why you called can be difficult. Having their contact sheet in the left messages folder will help you to quickly access key information making you sound confident and informed. Prospects Folder Have 1 Folder Labeled for Prospects. Anytime you get a lead, write it on a contact sheet or put in Cards, articles, lists, etc. When you are in your designated sales time, go through this file folder to find new prospects, contacts or leads. This system is most effective when it is accessible and customized. Find what tools work best for you and establish your own process. Remember, the key is to keep it simple, make sure you are recording what you are actually accomplishing, dont get trapped in the timewasters, and always review your progress.

Client Resource Management System (CRM)

A Client Resource Management System or CRM is a database program that electronically manages your sales correspondence, communication and marketing. It is an electronic program that organizes your sales effort and is customizable for different industries. Managing the Contact When establishing contact with a potential customer, there will be a number of important pieces of information. Having the correct spelling of their name / business, phone numbers, email addresses, web site, and important information that you researched or discovered is important. A CRM will manage all of this information and have it available for easy reference. A good CRM will also let you establish rules for sorting your contacts, so you will have the ability to have lists of contacts based on recent purchases or types of industries. Managing the Call A CRM will help you manage your phone calls and points of contact. It will have electronic messaging systems to alert you to when you scheduled a follow up call. When it comes to calling back a client, it is important to call them at the right time of day and week. A good 2013 KT Paper All Rights Reserved. 16

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CRM will give you options to set up an alarm to notify you of your follow up call, even dial the phone for you. It also gives you the opportunity to track multiple ways of making contact. In this day and age there are a number of different devices used to make contact with people, phones and faxes are making room for emails, text messaging and Blackberrys. With a CRM, you are able to track the best methods of maintaining communication with your client. Managing the Marketing An extremely effective tool is direct marketing campaigns. These campaigns are directed at specific individuals including existing clientele. A CRM will manage marketing campaigns by distributing the information directly to your list on an individual basis (Not Spam) or create personalized correspondence on a mass level. These systems help in increasing time efficiencies in mass marketing.

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