All your contacts are unique. All their needs are unique. Ideally you want to talk one on one with every single one of your customers and respond with solutions to their problems. You want a dialogue. How feasible is that?

The challenge is certainly not technology. Salesgenie CRM++, for example, helps  parse the target list and select the best few (as few as 1 !) contacts likely to be more receptive to a certain message. The integrated e-mail builder, sends the message out and alerts you if there is a response. At which time, you repeat the above process steps.

Now, things in real life get complicated. Especially when the need is to engage more than a handful customers. Also, remember, you want a dialogue. So, each conversation will need to be unique.
This requires you to build huge content repositories which your “conversation engine” can pick from; either to start or to continue a conversation or even to close it. You also need rules; decision trees which anticipate how conversations can progress and point to the right response to be picked.

We did not include the feature of “conversation builder” (refer above) in Salesgenie CRM++, for a very good reason. We do not think small to medium size companies can afford building a large content manager and invest the time and effort to make a dialogue work. It is a lot of work and investment in time and money when you are starting off as a small enterprise.

So, take small steps. As you start to move away from mass-marketing and move towards one-on-one marketing, there will be slow progress. You will first talk to smaller groups and then, yet smaller groups as you get better with customer profiling and targeting your messages to the audience. Make a start talking to “similar” customers, who constitute a micromarket with common needs.
If you pick well targeted benefit statements that appeal to the micromarkets, the results can be very gratifying. Salesgenie CRM++ allows you to not only do precise segmentation of your customer base but, also link benefit statements to each individual segment you are sending messages to.