Why
You Should Capture
Your Customer’s Name
What’s
in a name? So much potential! How are you handling every name
that comes into your business?
The
most important thing any business owns is their database. The
more detailed it is, the more valuable it will become. In fact,
with just your database, you can make your profits soar. I talk
about strategic alliances a lot. I feel they are one of the
most important ways to get ahead in the business world today.
And the best way to be able to develop really positive alliances
is to have a strong database. Your database should be built
on a daily basis by inputting every person you come in contact
with that might be a potential client or referral source for
you.
One
of the best speakers/authors on creating a successful database
is Harvey Mackay. It’s actually more than just creating a list.
Harvey talks about really getting to know the people in your
database. He has a wonderful worksheet on his website called
The Mackay 66 Customer Profile. Take a look at that on his website
at www.mackay.com
and incorporate that into your own database program.
Creating
a database provides you with an important list of people. These
are the people that will bring in sales for your company. Use
them wisely. And use them often. Send out information to these
people continuously and in many different formats. Mail informational
newsletters, promotional postcards, and timely email. The great
thing about technology is you can individualize and customize
each of your marketing pieces to each person you are mailing
to.
Lets
also turn around the idea of using your database to provide
a service rather than just a promotion. Another great way of
getting people to remember you and your business is to become
a service provider. When you have a detailed database, page
through it on a regular basis to learn as much as you can about
each of the people in it. Then send them information that’s
pertinent to them. I recently sent one of my client’s some extra
copies of an article on his company from a local business magazine.
I wrote a short note congratulating him on his success, and
included it with the articles. It didn’t take that much time
out of my day for this gesture, and yet I was rewarded within
a few weeks with a huge order. Was it worth my time? You bet.
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