Whether your business is product or service oriented, people need to know what you do and what else you do. Does that make sense? Once you have a customer that buys X from you, they need to know that you also do Y and Z.
To cater to your customers’ needs, it is important that you know something about them…like how to contact them and let them know you are eager to work with them again. Something as simple as a thank-you note not only puts your name in front of the customer again, it shows them you appreciate the business and care enough to follow-up.
In order to contact your clients, you will need a name and either address, phone number or email address, preferably all three. Collecting email addresses from your clients is essential these days. Don’t miss out on this low-cost and highly effective marketing tool. Start collecting names and email addresses today.
Keep your contacts together in a database. If you don’t have one, start one right away. It can be as simple as a computerized spreadsheet program, or a complex Contact Management System (there are some great online tools for this, so you can access your database from anywhere…call to find out more).
How you collect this data depends on your business. Casual businesses can have a drawing and collect data that way. You see this all the time – “enter to win free windows” is not really about giving away free windows, it’s about the fact that a set of free windows costs Y and collecting information on thousands of new potential customers is worth YYY. More formal or professional businesses have to establish a relationship before this kind of data can be collected, that is where the spreadsheet is essential, you can keep adding to what you have. In a profession like real estate, people expect to have to divulge some personal information and are often willing to fill out a form, which is very handy for you. Have a form!
Your database should allow you to determine what kind of information you want to send to which customers. For example, real estate brokers should know when their client last purchased a home. You don’t want to send the same “is it time to downsize” postcard to a customer who just moved in to what they consider their dream home. It gives the impression that you aren’t paying attention. (for more on postcards, be sure to read the Postcard Marketing article)
The more you know about your customers, the more you can cater to their needs, wants, interests, style, etc. This is how relationships are built. If you treat all of your customers the same, your chances of repeat business is reduced accordingly.
Customer information is gold. Start mining.
Susan Leipzig is a joy junkie, Class A introvert, WordPress fanatic, and Administrative Consultant ready to help you remember what you love about your business. Call today to schedule your consultation. 503-805-7309