Articles Tagged ‘Marketing to existing customers’

Five Reasons to Build a Customer List and Six Ways to Do It

Tuesday, April 9th, 2013

One of the smartest things that all solid, growth centered, long-term businesses have in common is a great database or list of customers. Not only is a well created and detailed customer list essential for tracking, but it also offers up a whole host of other benefits for everyone involved.

Here’s a quick list of five reasons to build a customer list:

#1. To allow for communication with your BEST customers, prospects and referral partners
#2. Drive sales and profits
#3. To maintain Top-of-Mind-Awareness (TOMA)
#4. One of the most valuable components of ANY business
#5. Easier than ever to do

When we look at the list above, reason #1 jumps out in key importance for one primary reason: most businesses and sales people do little if any follow up with their best customers, yet alone key prospects who are excellent candidates to work with them now or in the future.

Here are some sales statistics that may shock you about why follow up is critical to long-term business success:

•48% of sales people never follow up with a prospect
•25% of sales people make a second contact and stop
•2% of sales people only make three contacts and stop
•Only 10% of sales people make more than three contacts
•2% of sales are made on the first contact
•3% of sales are made on the second contact
•5% of sales are made on the third contact
•10% of sales are made on the fourth contact
•80% of sales are made on the fifth to twelfth contact

Without a good, solid and current list of current customers and prospects leveraging the five tips above is greatly reduced.

To strip it down to avoid any confusion, here are the key three reasons to build a customer list.

#1. For additional revenue opportunities. A good list makes it easy to find and contact prospects and customers via email, phone and mail, so you can communicate and market/update with them now and into the future.

#2. To keep track of prospects. We all have people that are interested in what we provide but for whatever reason(s) the time isn’t right. Where most businesses and organizations error is they stop communicating or even follow up with those people who are ideal for their product, service, or mission.

#3. To save time with your communications. By segmenting your customers and prospects in such areas their buying preferences, level of spending and areas of interest, you can much better target your messages and follow up efforts to not only better serve them, but also save time. Let’s face it; some customers have earned the right to more of our time, while others that may not be a good fit many times chew up excessive amounts of time and resources.

And here are six ways to build a list for any business or organization:

#1: Put a lead capture form on your website. Offer something of value in exchange for your website visitor’s email, such as a free report, how-to-guide or coupons to use on your site. Then have a plan in place for effective follow up.
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