Databases

Marketing is not a support tool for selling. It is about building good customer relationships. Good relationships that in time form one of your most valuable golden assets: a Database.

Building a Database of customers of one-time buyers, which choose to become life-long customers, because what you deliver is greater than you promise, carries positive benefits and makes them feel valued, is very important.

I have known people that have been in business for over 30 years that have NOT kept a database of their valued clients or customers. They continue to earn what they have always done, but they never MAKE money – and LOSE out on potential income because they are continually losing their customers.

Others have a Database, but do not use it. With a Database of just 1000 loyal customers just imagine how the launch of a new product or service will be received. I have a client with 3,000 loyal customers. A specialist optician, it was upon my recommendation that he wrote to each of his customers thanking them for their custom over the years and inviting them to try out his latest product range with a pre-launch discount in recognition of their loyalty. The response was so phenomenal that he was left with no new stock for the launch – making more money in one evening than he did in 3 weeks trading.

Some are able to leverage the potential of their Database as an asset. A friend of mine has developed a niche Database of over 100,000 names that he rents out to services and products that match the niche interest of his database – ensuring that his customers continue to receive offerings that they will want to know about. He receives about £10,000 a month income for renting this out.

Whatever business you are in; whatever you do; whatever your role; your income is either directly or indirectly generated because of somebody exchanging money for a form of service or product that you are directly or indirectly involved with – however remotely you consider it you be. Customers are the life-blood of any business – they are the cash flow! Capture them.

If you do not yet have a Database, then start building one right NOW.

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