Wednesday, February 23, 2005

Hidden Treasure

I started working with another new client last week.
He has been in business for about a year and a
half. Yes, he has managed to make plenty of
mistakes, like we all do. But, he has done some-
thing so very right that I thought I’d share it
with you.

This business owner has kept accurate records
of all his customers, complete with name,
address, phone, even directions to their houses
(he makes house calls).

I don’t think I’ve actually worked with a client
before who kept such good customer records.
Generally, they have information like “Joe” and
a phone number that only has six numbers.
But, this is such a critical success point.

The service I am providing for this customer is a
combination support package of accounting, marketing,
and operations. He wants to grow his business but
knows he needs more knowledge than just knowledge
of his particular field. That’s where I come in.

With his customer list we have a tremendous resource.
We can market to that list for repeat business. We can
market for referrals. We can market for sales of
additional products and services. We can get testi-
monials which we’ll use to attract new customers. It’s
a veritable gold mine that we can mine from over and
over. Without the list we would be starting from
scratch, re-inventing the wheel, etc.

Of course, as we talked about last week, you never
want to abuse your customer’s information or act in
a distrustful manner. That’s a great way to lose your
customer and create “un-referrals”—“Don’t do
business with him, he’s a jerk.”

So, whether you’re conducting business online, offline,
or both, your customer list is a tremendously valuable
asset. Guard it like a dragon guards its treasure.

Until next time,
Caroline Jordan
Get Knowledge. Get Focus. Get Results.