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|  |  Dealer Profile-Superior Business Products August 1, 2008 “We couldn’t operate without it”! This comment by Ray Seefeld, president of Superior Business Products in Schenectady, NY, describes his company’s reliance on GoldMine software in their day-to-day operations. Though Superior has leveraged GoldMine tremendously in its sales department, this reliance reaches out to many other areas of the company as well. They use GoldMine in purchasing as well as the warehouse, virtually sharing customer information across the entire enterprise. “This information is invaluable” says Seefeld. “We can track information in areas such as furniture installations or any other customer related issues; the productivity of every employee is increased. And in the end, the customer benefits from this information-sharing because work and issue resolution gets done for them efficiently and quickly and helps us maintain a competitive advantage”. GoldMine’s impact in the sales department at Superior that includes field sales, inside sales and customer service has been huge. “We see great results in increasing customer penetration as well as new customer development” Seefeld went on to say. “Information on customers and prospects is second to none and right at our fingertips”. Some of the technology-based strategies revolving around GoldMine at Superior that add greatly to the sales and marketing results includes: Scheduling and follow up of calls and appointments by both inside and outside sales, the use of call codes to monitor follow up and what type of follow up. A key strategy for increasing customer penetration is the use of the information on the product categories being bought by customers; this information resides in GoldMine – brought over from DDMS by their GoldLink connectivity tool. “This spotlights opportunities for us” said Seefeld. “We’re able to email customer directly on products not being bought using promotional templates residing right in GoldMine”. Chris Boprey is the Accounts Relations Manager as well as the GoldMine and website administrator at Superior. Boprey related that GoldMine helps tremendously in overall marketing efficiency. Said Boprey, “Being able to extract information from GoldMine by any combination imaginable has allowed me to do almost pinpoint target marketing and has greatly increased the contact Superior has with its customers.” Boprey lauded the relatively easy implementation of GoldMine at Superior by adding, “Our staff runs the gamut from computer novices to veteran geeks! GoldMine serves everyone well; it was easy to learn and can be set up to operate as simple or complex as you want.” Boprey went on to say, “I have gotten many positive comments from customers on the professionalism of our marketing and overall database management. GoldMine makes me look good.” In the end, Seefeld and his partner and vice president, Chris Hutchinson, feel that although GoldMine is not the panacea for the success of its entire marketing program, it contributes greatly to gaining a competitive advantage in these volatile times.
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