This problem is usually hereditary. Controlling the problem is your best solution since it will never just go away. If you have a bleeding cracked heel, it is important to see a podiatrist. If they are just dry and cracked, you can start with a good moisturizer in a cream form (lotions are too thin). Apply at least twice a day and even wear socks overnight for better penetration of the cream. Work off what the cream has softened using a pumice stone after a shower or a soak when your feet are the softest. If this does not work, there are numerous prescriptive creams that can help.