Next, put the information in your CRM. You need to track it. You may not need certain answers now, but the day will come that you need it. The last thing you want is to be sorting through hundreds of post-it notes or text messages to find someone’s birthday that you know is coming up. Instead, have it right in your CRM system where you can get reminders or take a casual glance to see if there’s some way that you can spark your lead to become a customer. You can even use this information long after your lead becomes a customer and you close the sale. Next, come referrals!