No matter how well you currently market and sell to customers who are listed in your customer-relationship-management system, as a group these customers keep shrinking in buying power.

Why? Because some will go out of business. Others will merge or simply change directions and not need your products or services anymore. And some will start buying from the competition and stop buying from you.

What can you do about it? Create a steady stream of qualified prospects to refill the CRM system with new sales opportunities. I suggest you use marketing communications and database marketing to find prospects. Then use direct marketing (email, fax, mail and phone) to cultivate those prospects until they are qualified and ready to be put into the CRM system.

You can contact Mac McIntosh by email at mcintosh@salesleadexperts.com or by calling 1-800-944-5553 or 1-401-294-7730.