These hurt and they do not look good! The thicker dry skin around the heel can often crack if not kept moist. Once the crack occurs it pulls on the normal skin below it and it is this that becomes painful and may even bleed. If it does bleed, then there is a risk for an infection. This means that the problem is potentially a serious one, so having cracks around the heel need to be taken seriously. The best way to deal with this problem is to self manage it. If it is serious, then a podiatrist is probably the best place to get help. The dry skin needs to be removed on a regular basis and an emollient applied to keep the skin moist. The use of closed in shoes is also important.
Famous Words of Inspiration...
"There is only one step from the sublime to the ridiculous."