Unlocking the Pre-CRM Treasure Trove: Navigating the Untapped Potential of Early Customer Engagement

In the world of sales and marketing, we often focus on the catch we can see, ignoring the vast oceans teeming with possibilities just because they're a bit harder to spot.

Think of it like fishing in a well-known pond versus casting nets into the open sea. The pond is familiar and safe, but the sea? That’s where the real adventure begins.

This adventure takes us into the realm of pre-CRM data. It's a place bustling with potential customers who are just browsing your website, checking out your brochures, or following you on social media. They're interested, but we hardly know anything about them because they haven't filled out a form or officially stepped into our sales funnel.

Caypho sees this not as a missed opportunity but as a goldmine waiting to be explored. Why focus solely on the fish that swim into our nets when there’s a whole ocean of them out there, just beyond our reach? The trick is to understand these early-stage prospects, learn what makes them tick, and figure out what they need to move further down the funnel.

Rory Sutherland puts it brilliantly when he talks about Argos adding new channels like click and collect, or ring and reserve. He points out,

"Every time Argos added a new channel, they found c.50% of sales through the new channel were incremental."

What he’s getting at is simple but profound: by making it easier for people to buy in ways that suit them, sales naturally go up. It’s not about pushing customers down the cheapest or easiest path for us but opening as many doors as possible for them.

At Caypho, we’re all about unlocking those doors, especially the ones that haven’t been opened yet. We use tools and techniques, from AI to cleverly designed questionnaires, to peek into the world of our potential customers before they’ve even made it onto our radar. It’s about gathering insights and understanding behaviors, not through fancy gadgets but through genuine curiosity and smart engagement.

By looking at the journeys of those who make it through and those who don’t, we learn not just how to attract more people but how to attract the right people. It’s not rocket science; it’s about paying attention and being willing to explore new territories.

So, let’s take a leaf out of the explorer’s book. Let’s not be content with the fish that come easy. Let’s venture into the open waters, cast our nets wide, and see what we can discover. With Caypho, the map to this treasure trove of pre-CRM data isn’t just a dream—it’s a plan of action. Together, we can find those hidden opportunities and turn them into real, tangible success.