Automated Personalization

January 13, 2023

Video Transcription: Brian Hunton

This week’s message is going to be about your CRM and how you’re managing it. First off, if you don’t have a CRM, it is probably the biggest mistake I made starting out. I’ve been doing this. I’m going on my 20th year now, and when I started out I was like, I don’t want to spend the money. I can manage it some other way.

And frankly, I think I left a lot of money on the table over the years by not having one and not managing it appropriately. So. Step number one, if you don’t have one, get one. Step. Number two, if you think your CRM is about drip emails and it’s about automated messaging, stop, stop thinking that that is what it’s for.

That stuff is that puts you on the sideline of sales. You don’t want to be on the sideline, you want to be in the game. So I had a great conversation with a loan officer yesterday and one of the thing from another company and she had said, you know, I have clients call me up and they’re responding to an email.

I don’t even know what went out. And that’s exactly what I try to avoid. I try to avoid a lot of automated messaging. It’s great to have the touches, but it’s just a piece. So if you’re doing automated touches, you need to make sure that you’re doing a lot of organic personal touches as well. So what I like to use my CRM for is creating automated personalization.

So in other words, it creates a lot of triggers for me to actually manually go do activity. That way I can say, you know, if I have a prospecting pyramid of clients, I know what the frequency is that I want to reach out to people, the types of things I want to talk to them about, whether it be a client, a partner, a new relationship, whatever it might be.

But I can now dig in and I can wake up and say, All right, I got an hour to prospect today. I got 2 hours of prospect today. What’s it going to look like? And my list can be right there for me already because I’ve automated that. But I’m not automating touches. I am doing the touches myself because that’s how we get the we need that activity.

So be thinking about that with your CRM. So you want to be making sure that you are creating the activity you need to do. You’re being accountable to it and make sure it’s personal over these years, these last few years, everybody has gotten so far away of that because they’re thinking, Oh, I need efficiency. I just need more and more and more.

And you don’t necessarily need to do more. You need to be better. So and being better is being personal and remembering that sales is about relationships. So let’s get back to that. Anybody has a question, they want to reach out to me, be like, Hey, man, how do you just set this up? I’d love to see how I could do that within my own.

Give me some ideas on that. I’m happy to talk to anybody from any company, from any industry at any time. So hit me up. Glad to help. Have a good day.

Brian Hunton
VP of Business Development, NMLS ID 30967
“Hiring and Training for Successful Careers.”

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