Sweating The Details Of Your Customer List

I’ve written before about the most important pieces of information you should know about your target prospects — but what if you applied that kind of thinking to your existing customers?

You see, they’ve already signaled their interest in your products or services by giving you their business. And, that makes your list of them the most valuable list you can maintain in your business.

It’s even better, if you’ve got a bead on the following 7 pieces of information…

1. Their Name – Nothing speaks to an individual faster than their first name. Use it to build your relationship with your customer. I’m continually shocked to find out how few business owners have a system in place to capture this information. If you don’t–get on that now!

2. What They’ve Purchased – If you know what your customers purchased in the past, you have a good idea what they will buy again. (And you won’t waste your time promoting products of little to no interest to them, or to others.)

3. How Often They Purchase – Individuals who buy rarely from you may need additional encouragement–more marketing. Whereas, consistent customers may not need extra sales pitches, but might benefit from a newsletter or coupon.

4. How Much They Spend (On Average) – Why spend precious time pitching products to customers which they can’t afford? It might embarrass your customer, shows your lack of personal interest, and may cause customers to lose interest.

5. The Last Time They Purchased – Have you lost a customer without even knowing it? Who’s still loyal? Who has strayed (and needs to be brought back)?

6. Each Interaction You’ve Had With Them – Documentation is important for obvious reasons. But being able to “recall” previous conversations will make your customer feel important and appreciated.

7. How They Feel About Your Business – Feedback from your customers is the best way to improve your products/services, meet your customers’ needs, and attract more customers.

Obviously, just “remembering” this information is well nigh impossible. Which is why you should seriously consider investing in a “CRM” (Customer Relationship Manager) program — and using it. There’s plenty of good ones out there. Let me know if you’d like a recommendation.