The most important asset of any business, including yours, is not the fixtures, the computers or even the people. The most important asset is “the list”.
It is that collection of names and addresses of everyone who has ever expressed any interest in hearing anything you have to say. These are people who will give you permission to market to them. This list should be made up of every:
- person who has asked for company information
- person who has asked for a quote
- person who has tried a product/service
- person who has placed an order
- person that gave you a referral
- local promotional company that does not compete in your area of expertise
- one of your vendors
- local friend and relative
- other professional who would likely be in a position to refer clients to you
So, there are many people you would want to follow up with, not just those that are considered to be “clients”.
The ultimate objective of keeping in contact with people is to generate more sales and to decrease the cost and time taken to acquire customers. Every entrepreneur when they start a business should build a database to market to, do you have one?
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