First you prune, and then you grow. Know your database. You may very well have 1,000 (0r 100) in your contact list, but when was the last time you really took a look at that list? Do you have people in there that haven’t done business with you or referred anyone to you in 10 years? Do you have incorrect addresses that you are still mailing to? Are there perhaps a few old customers you don’t even WANT to do business with? Creating and keeping a viable, valuable book of business is more than putting names on a mailing list. It’s about getting to know people. As the seasons change, it’s a good idea to “snip the dead wood” from your database so that you can begin to add new customers, and grow a stronger, better book of business for your future.
Pick good seeds. Want to know how to find and cultivate the best customers for your business? First take a look at who you have. In any business, there are at least a handful of customers who are always eager to give you a referral. They turn to you regularly as the professional they can rely on to do the best job for their family. Those are your “good seeds.” So when looking to demographically prospect for new customers – start by listing the characteristics of your best customers and use those criteria to find the prospects you need to “seed” your business for new growth!
Spread the word. It’s spring! That time of year when your customers start thinking about all those things that should or need to be done and in today’s tough times, the first thing they do is start to determine which services to keep and which to let fall away. Staying in consistent touch with your book of business month after month with a strong, clear message that you are the resource they need and a service professional they can trust will go a long way towards they value they place on you and your business when making such weighty decisions. It projects reliability, service and trustworthiness and those are the qualities that help ensure you’re in the “keep” column.
Give them a boost. Smart gardeners know when their seedlings need an extra boost as do smart business professionals when it comes to their customers. Today’s economy means every dollar counts for the VIPs in your book of business. Give them an extra boost by including a great extra offer in your marketing pieces. A loss leader is a terrific way of making them feel special and demonstrate what your company can deliver at the same time. Put yourself in the shoes of the consumer, what would be valuable enough to you to encourage you to take the first step?
Now is the time to cultivate deep-rooted relationships with your current customers and sow the seeds of success with new prospects. Weed out your old book of business and let’s make some room for new business to grow.
Have a safe and happy spring!
