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Your list of customers who have previously bought from you is your most important asset. These are the customers who will provide you with return business, which is more profitable than
the first sale. But, are you getting the most from your customer list? There are some secrets you should know, so you can squeeze the most benefits out of your mailing list.
Most business' customer lists consist of this information: Name, Address, City, State, Zip. That's it. Unfortunately, this mailing list is almost worthless. You need to have more information in your files than just that. I have 32 information fields in my customer database! You should be able to set these
up in your computer's database, or, if you don't use a computer (you REALLY should), all this information should fit on a large size index card in a card file. Here are the fields I have in my customer database:
LastName; FirstName; Title; Position;
CompanyName; Address1; Address2; City;
State; Zip;
PerPhone; BusPhone; FaxPhone;
InqDate; ReferSource; FollowUp1; FollowUp2;
SubDate; SubAmount; RenewDate;
Purch1; Purch1Date; Purch1Amount; Purch2;
Purch2Date; Purch2Amount; Purch3; Purch3Date;
Purch3Amount; TotAmount; Comments; Cust#
The first 10 fields (reading across) should be self-explanatory. Almost any address possible can be put into my database without having to leave out information or abbreviate. The next three
are for phone numbers. You MUST have your customer's phone numbers, when possible, to be able to follow up quickly and efficiently. Making one phone call can be the difference between a big sale or NO sale.
The InqDate field is where
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