How to Manage Multiple Contacts at One Company in Canada

Managing multiple contacts at one company requires a clear system to track each person’s role, contact details, and communication preferences. This prevents confusion and missed follow-ups, which can slow your sales process.

Why this comes up / what goes wrong

Small-business owners and sales teams in Canada often deal with companies that have several decision-makers and influencers. For example, a company might have a purchasing manager, finance officer, and technical lead all involved in a deal. Without a structured approach:

• Contact details may get mixed up
• Communication can be duplicated or sent to the wrong person
• Follow-ups may be missed or delayed
• Sales opportunities can be lost due to unclear responsibilities

This is especially common for businesses that manage contacts using spreadsheets, emails, or text messages without a central system.

Step-by-step

1. Create a company record first

• Enter the company’s full legal name, address, phone number, and industry.
• Before creating, search your existing database to avoid duplicate company records.

1. Add multiple contacts linked to that company

• For each contact, enter their full name, job title, role in the buying process, direct phone number, and email address.
• Ensure each contact is explicitly linked to the company record.

1. Record communication preferences and history for each contact

• Ask each contact how they prefer to be reached (WhatsApp, email, SMS, phone calls).
• Log every interaction separately with date, time, and summary.

1. Assign tasks and follow-ups per contact

• Set reminders for calls, messages, or meetings specific to each contact.
• Clearly assign responsibility for next steps with each person.

1. Use consistent naming and tagging conventions

• Tag contacts by role, for example, “Decision Maker,” “Technical Contact,” or “Finance.”
• This makes filtering and reporting easier.

1. Regularly review and update contact information

• Confirm changes in roles, phone numbers, or email addresses.
• Remove inactive or outdated contacts to keep your database clean.

1. Use tools that support WhatsApp and SMS communication

• Employ CRM or communication tools designed for these channels to reach contacts efficiently. See WhatsApp and SMS CRM for more.

1. Consolidate reporting and forecasting at the company level

• Combine data from all contacts to get a full view of your sales pipeline and progress.

Example (fictional figures)

A mortgage brokerage in Mississauga, Ontario, is working with a company called MapleTech Solutions. MapleTech has three contacts:

• Sarah Lee, Purchasing Manager
• John Smith, Finance Officer
• Emily Chen, Technical Lead

They create a company record for MapleTech Solutions including the address and industry.

They add each contact with details:

• Sarah Lee: Purchasing Manager, sarah.lee@mapletech.ca, (416) 555-1234, prefers WhatsApp
• John Smith: Finance Officer, john.smith@mapletech.ca, (416) 555-5678, prefers email
• Emily Chen: Technical Lead, emily.chen@mapletech.ca, (416) 555-8765, prefers phone calls

They log communications as follows:

• A WhatsApp message sent to Sarah on 2024-04-01
• An email sent to John on 2024-04-02
• A phone call scheduled with Emily for 2024-04-05

They also track potential deal values linked to each contact’s influence:

• Sarah is responsible for approving purchases up to C$75,000
• John reviews financial terms worth C$120,000
• Emily assesses technical feasibility for C$45,000

Total potential deal value = C$75,000 + C$120,000 + C$45,000

Total potential deal value = C$240,000

This approach ensures all communication is tracked by contact but linked to the company, and the total deal value is clear.

Common mistakes

• Mixing contacts without linking to a company: Always create or verify the company record first to prevent confusion.
• Not updating contact roles or details: Regularly review and update your contact list to keep information current.
• Using inconsistent naming or tagging: Set and enforce a standard naming system for contacts and roles.
• Ignoring communication preferences: Ask contacts how they prefer to be reached and record this accurately.
• Failing to log interactions per contact: Record every message, call, or meeting separately to maintain clarity.
• Managing contacts only in spreadsheets or email: Adopt CRM tools that support WhatsApp and SMS communication, such as HelloGrowthCRM for Canada, to improve organisation.

Frequently asked questions

Can I assign multiple contacts to one company in a CRM? Yes, most CRMs allow you to create one company record with multiple linked contacts. This helps track each person’s role and communication separately.

How do I avoid duplicate contacts or companies? Before adding a contact or company, search your database carefully. Use consistent naming and data entry rules to prevent duplicates.

What’s the best way to keep communication organised across multiple contacts? Log every interaction under the specific contact’s profile and note communication preferences. Use CRM tools with built-in dialers and messaging sequences to streamline outreach, such as those with a built-in CRM dialer.

Should I treat contacts differently based on their role? Yes. Tailor your messages and follow-ups according to each contact’s responsibilities and influence in the decision-making process.

Can I use WhatsApp to communicate with multiple contacts at one company? Yes, WhatsApp is widely used in Canadian business communication. Using a CRM that supports WhatsApp and SMS can help manage conversations efficiently.

Key takeaways

• Always create and verify a company record before adding contacts.
• Link each contact to their company with role and communication preferences.
• Log every interaction separately per contact to maintain clarity.
• Use consistent naming and tagging for easy filtering and follow-up.
• Regularly update contact information and roles.
• Consider CRM tools that support WhatsApp and SMS communication for better management.

Managing multiple contacts at one company can be straightforward with a clear system and the right tools. Start organising your contacts today to improve your sales and customer relations.

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