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Increase
Business and Client Satisfaction - Easily!
We all know that the easiest way to increase our business is to keep present clients and encourage them to use more services or buy more products. Sounds easy, doesn’t it? That’s because it is - all it takes is a little time and planning. The method is database management. 1. Database Design The most important element of any database is the initial design. Broadminded thought must be given to this design to ensure that your database includes all the pertinent information you feel you will ever want, no matter how many months or years in the future that may be. The information in a good database gives you the tools to increase your revenue, save time, and target your market. The core information should include your client’s (or prospect’s) name, address, phone/cell/fax numbers, email and web addresses, and services and products purchased (and when). To really use the database to its fullest capability, it should also contain personal information such as birthday, family members names, hobbies, affiliations, and any other information you can gather that gives you a full picture of your client/prospect. Database Uses - The above items are all valuable to your future planning and marketing efforts. Following are just a few examples of how you can use this information. Target Market - When you analyze your database and find that your target market is not who you thought, it is probably time to either change target markets or your marketing strategy. If you have always felt that you were targeting the teenage market with a certain style of clothing, but your analysis tells you that 75% of the buyers of that particular item are 30 year-olds, it’s time to change tactics in order to become more profitable. You will save both time and money by redirecting your efforts, which will then increase your profits. 2. Customer Service You will be able to service your clients’ needs more directly by tracking what services/products they purchase from you. If you are offering a sale on a certain brand suit that you know clients have purchased before, send them a personal postcard inviting them to your store for the sale. 3. Regain "Old" Clients You will be able to design a marketing piece specifically aimed toward past clients, perhaps those who have not bought from you in six months to a year. By using a short survey form or questionnaire, you will obtain priceless feedback as to why these particular clients stopped working/shopping with you. This is a very inexpensive way to acquire market research that will enable you to not only keep current clients, but perhaps recoup those past clients who respond to your inquiry. Be sure to offer something of value to the client for taking the time to respond to your request for information. You could extend a coupon, sale item, or a reduction in services as a thank you to your respondee.
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