Marketing Matters - Your Database Is The Lifeblood Of Your Business… (Part Three)
by Marian Sampson / Xpolitz Marketing
To build a business and retain clients you need more than a good product or service you need to have good customers. The relevance of a database is often lost on those in business development roles. They spend copious amounts of time and effort focusing on chasing the new lead rather than managing customers who regularly purchase or may have even ceased purchasing from the business. The reality of costs involved in acquiring a new client rather than managing relationships with existing and past customers speaks volumes. It COSTS MUCH MUCH MORE to get a new customer than to hold onto an existing customer! Working with your existing customers to build their sales and keep them satisfied is far cheaper than acquiring new customers. Business Catalyst offers an excellent series of tools for the management of relationships with customers. The Business Catalyst management tools are simple and easy to use, workflow notifications can be used to automate reminders for our business developers to communicate with customers. The Email marketing module allows us to send regular enewsletters which can be targeted to various customer groups. Uploading the initial database into Business Catalyst using the template couldn’t be easier. Tapping into the value of your customer database is the equivalent to giving your business a blood transfusion; it will fill your business with new life. Take a test, spend 50% more time building relationships with your existing customers, keep them informed, make sure they know all the products and services which you offer and watch your sales grow. Of course we all still need to pursue new business, however if you retain your existing customers your business can flourish and grow. You can become a stronger link in your customers supply chain and you can build new relationships with new customers on a stronger basis.
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