Barbara's company supplies organic foods to discerning clients across the UK.

Much of her business both to trade and to the public comes from shows and exhibitions, which she attends countrywide. Chatting to suppliers and customers, and giving out samples, she often runs a prize draw to build up her mailing lists.

At her hotel in the evening, she's able to log on to emailshot via her laptop, and immediately sends out electronic catalogues to the people she's just met. So they get this whilst the meeting is still fresh in their minds.

What's more, by keeping multiple address books, she's able to provide different catalogues for each category of potential buyer... all personalised according to the individual data she's captured.

Meanwhile, back in the office, Tom downloads the names into their offline database, to see who would be worth a follow up call...