Business Process Specific CRM

Customer Relationship Management (CRM) systems are tools that support the efforts of businesses and professionals to maintain effective relationships with their clients and prospects. A good CRM fits your business processes, integrating the communication touch points into one view of all your client activity and prompts you to take timely action. In this blog post I discuss the use of to support my consulting practice and the business of being a ski instructor.

Last year I picked up Michael Port’s book “Book Yourself Solid” it is a great resource for building up a consulting and coaching practice.  A compelling idea from the book is to reach out to three people in your professional network each day.  With one contact provide a reference to an informative resource or offer a perspective on a news item.  The next interaction is to connecting two people in your network by identifying a common interest either professionally or for fun. The third interaction is to reach out to someone new in an effort to bring them into your network. Michael makes the point that if you cultivate a network of about 100 people you will keep your schedule full of consulting gigs.  His metrics target consultants that provide business coaching services. These principles can be applied to any professional building up a practice including ski instructors. Setting the pace at three a day should be calibrated for your business and objectives. Successful real estate agents may want to set the pace to something closer to twenty five people a day. You may need to step it up to 5 a day during the season and throttle back to ten a month during the off season.

Cultivate a Fertile Professional Network with Three Interactions a Day

After reading Michael’s book I embraced that process and set the goal of three interactions a day.  I used Evernote, my go-to organizational tool, to keep track of my efforts.  It allows me to capture the essence of ideas, tasks and issues and keep them in front of me with tags and powerful search.  However I wasn’t really keeping up the three a day pace of contacts and many touches were getting lost. Then I discovered This tool integrates my primary touch points: email, linkedin, facebook, calendar events, phone calls and face-to-face meetings.  I then group my contacts by how often I want to follow up.  I was up and running in less the an hour, reaching out to former clients and hot prospects at my chosen pace by the end of the day.

Each day contractually presents me with three people to contact, the complete history of my interaction with the contact, plus a library of templates to help compose my emails. Best of all it keeps score, I’m currently getting a A+ at %200 of my goals.  Early success has moved me forward, I’ve already booked a client directly through an interaction prompted by contractually.

Contractually is overkill for ski instructors business alone. But it illustrates the power of a CRM finally turned for a specific business process.  At SnoCoach we are working on building out a CRM solution focused on the business of being a ski instructor.  Register your email to be informed about the progress of product development and receive a newsletter of tips to improve your business today.

Who Should be in a Ski Instructors Professional Network

Your professional network are the people that can send new guests your way, help you deliver excellent lessons and bring your clients back for more. In my posts I have emphasized past clients they are the ones that will most likely come back for more as well as refer you new business. However the most successful ski instructors have a very diverse group of people in their networks, including mentors, instructors from other resorts, boot fitters, chefs, bar tenders, ski shop techs, guest services agents. Anyone that can help their guests work through problems and enjoy their mountain visit to the fullest. As you start to refer guests to other service providers at the resort, they will be positioned to return the favor and refer you new clients.

Register your email here to get updates as we build our own ski instructor specific CRM and to receive tips on building your business as a ski instructor.

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  1. […] present and potential students drive the success of your ski teaching career. Thanks to use of powerful new tools available for little cost, you can collect important data and develop your own CRM — Client Relationship Management […]