The problem? Data is everywhere. It’s always growing in volume and complexity. And it’s nonstop. Many CRM systems supply real-time data that updates the numbers in a continuous stream that supply an endless flood of information.
Of course, data is good. But leads are even better. Understanding your lead generation from your data collection is an essential part of the sales process for health clubs. With so many resources providing incoming data—social media, club websites, review sites, email, etc.—you need to aggregate and interpret quickly and efficiently.
You’ve got time for that right? Probably not. Data analytics remains a challenge for business owners, especially small business owners. Health clubs with a limited sales staff will likely have employees with different levels of data literacy, yet they’ll each be entrusted to prioritize information and do it in a timely fashion, so they can pounce on promising leads.
This issue goes beyond health clubs. Just about every business is dealing with data overload that’s creating more confusion than sales leads. In a survey with small businesses on their top challenges for using their CRM, the biggest complaint (46.5% of respondents) was that it was too “time-consuming to enter/update data.” The second complaint (36.2% of respondents) said that the biggest problem was “don’t know how it helps MY business.” (Their capitalization.)