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.