Using Groups


A concept taught relatively early in math class is subsets.  That is real life math.  Quadratic equation? Not so much for most people.  But dividing sets into subsets happens everyday.  Groups within your Enterprise contacts are simply subsets.  Like sorting laundry: whites, darks, brights... Organizing the garage: garden tools, power tools, camping, automotive chemicals...  You can divide your customers into groups by: last purchase date, purchase volume, products purchased, geographic, retail, wholesale, distributor... How you group your customers is limited only by your imagination, and as a rule of business, practicality and efficiency.

Let's look at some scenarios and see how groups can help you.

Customized Marketing
Oscar's Online Store sells a wide selection of widgets and doohickies to customers all around the country.  Oscar knows that people who purchase doohickies are typically fanatical about them and often travel hundreds of miles to weekend throwdowns.  Oscar creates a contact group in Enterprise that consists of customers who have purchased doohickies.  He then creates a customized email campaign he sends to these customers with tips on doohickie maintenance, new doohickie technologies, and a list of all the throwdowns coming up.

By creating the doohickie contact group, Oscar is able to provide relavant content to his customers and become the doohickie source for his customers, who in turn tell their friends at the throwdown how awesome Oscar is.

Networking Events
Dave runs a supply company with a group of specialized distributors.  Within his business, Dave carries several complimentary product lines, but they all require specialization, so no distributor offers more than one of them.  Dave creates a group in Enterprise based on geographic location of the distributors and uses that group to manage correspondence to his distributors to help them build relationships with complimenting distributors he has in the geographic area.  By using the group to manage events he has in the different areas, he can track who is invited, who is coming, and who is working together.  And doing it with a subset of his distributors at each event makes it more efficient for him.

Call to Action
Sam runs a national political action committee.  He creates groups of his members based on the industry they work in, their geographic area, their political affiliation, and their views on certain key issues.  Since the goal of the committee is to affect change in the political arena; as issues arise that the members in a particular group can influence, Sam sends out correspondence, makes phone calls, and advertises to his members based on the particular group he wants to spur into action.

Once you have decided what groups you want to use to better manage your contact relationships, you start by Creating a Group.  If you have created your groups and are importing your contacts from a list, you can assign those contacts to a group during the import process.

If you have existing contacts you want to add to a group en masse, you can Add Users to a Group with Group Builder.

When adding or editing a Contact, you can add a Group.

Using groups gives you the opportunity to make the most of your relationships by providing information to the contacts that can use it most.  As you continue to do that, you become the defacto expert in your subject of expertise.  And that means more business for you.