Is Your Database Making You Money?

Sitting on the other side of the table is always fascinating. I think perspective is the word. There I was running a marketing strategy session with my client when I made a rather alarming discovery. In her 6 years running her printing business, not once has she taken the time to even touch base with any of them over the phone - no "thank yous", no "Is there anything else we can assist with?"

Now I don't know about you, but sometimes it's true when they say you don't have to look very far to find gold. And sitting there across the room, it amazed me that we'd just struck an untapped gold mind within her very own business - especially with a database size of over 500 customers! 

Where's Your Database?
Call it boring and old, but your database is so essential that if your business was to burn to the ground today along with your database of clients (knock on wood) you're almost as good as starting a new business. On the flip side, having an intact and up-to-date database will enable you to continue interacting and communicating with the people who buy from you which is absolutely key. It could be as simple as a contact name, phone number, address and perhaps a few comments on what they've purchased from you - maybe even likes and dislikes. Remember, information is power.

Out of Sight - Out of Mind
Yes yes. It's another old cliche. But if your not interacting with your existing clients then they've most probably forgotten about you. In a world where many people have succumbed to laziness, sending emails instead of posting hand written letters, chatting online instead of calling... this leaves plenty of opportunities for a heart felt "Hello." Now what you choose to talk about when you call is totally up to you - but the key is to be genuine. Anyone can smell a fake even though people can't see you, they can certainly hear you.

Consistency Is King
How often should you keep in touch with your clients and customers? Well it varies from business to business. A mechanic may only see their clients once a year, so a quick call every 3-6 months could suffice. On the other hand, an accountant could see their clients possibly upwards of 4 times a year - in which case a quick call every 2-3 months could do just fine. Whatever the time frame is for you, be consistent. 

So What Happened To My Client?
Well aside living happily ever after, within a week of gathering her database and contacting her clients she not only created a warmer relationship amongst them, she more importantly won back some old clients and created a window of opportunity to quote up new jobs. And the cost to her? Some time, a few cents on phone calls and a warm smile. 

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