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Get the
Most Out of a Customer Database
Okay, so now you've got a customer database. Congratulations! Many cleaning
companies actually do not have a customer database, or, if they do, do not know
exactly how it can benefit them. The truth is…this database can be one of your
most valuable assets if used properly.
How, you ask, can this be one of my most valuable assets, especially since I own
a new $40,000 cleaning van? Well, stop to think about it. How did you build that
database? Many of those customers on your database were "purchased" through very
expensive advertising. In fact, the most expensive way to obtain a new customer
is to advertise for him through the traditional means (direct mail, newspaper,
etc.). The best way to develop new sales is to use your database of customers
whom you already paid dearly for. These are the people who will respond to your
advertising much more than anyone else will. The next best way to bring in new
customers is from referrals from your old customers (your database). Always,
always ask your customers for referrals. If they like you and your work, they
will be happy to give you a referral. You must capitalize on this opportunity!
Your business is built on the solid foundation of satisfied customers, your
database. Use it often to generate sales. You'll find that your advertising
dollar will generate 10 times more business using your database than the
traditional advertising dollars spent trying to attract new customers.
Keep your database current and use it often. As a suggestion, make it a point on
each Friday to mail a letter or postcard to one-fourth of your customers. With
any advertising campaign, it is important to make a consistent effort.
One-fourth of your customer list receiving a letter each week is a good
consistent effort. Rewards will be consistent, too!
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