We believe that honesty is the best policy. Read on and judge for yourselves.
A purchased Database will save you a lot of time compared to trawling the Internet or the Phone Book.However they should be used with caution. Here are the some of the issues.
All bought lists have errors, because things change so quickly. Businesses are acquired or divested, people change jobs. Some organisations even give the wrong information to avoid sales calls. Most lists will be 30% incorrect within a few months.
Reputable providers will explain that their lists can never be perfect. Expect them to raise this issue, and offer compensation should the data prove inaccurate. A figure of 5% ‘gone away’ is acceptable.
Frequency of use. Avoid lists that are over-used; people will see the messages as Spam and act accordingly. Push a supplier hard on this issue and expect an honest answer.
Quality of Checking. Ask about their research efforts. How often do they call people to check the record accuracy? What evidence can they provide to support this?
Of course ID Associates cleans the data during an engagement. Usually we will advise you of changes and send back the amended records.
Remember the 30% rule – you need to keep checking your database. Imagine sending a letter or brochure to the wrong person. People will simply assume if you can’t be bothered to get the name right, your service delivery will be equally careless.Spend the right amount of money on cleansing. It’s brain-numbing work, and poorly-paid people become sloppy.
In the early days it was easy to be number one in the search engines. Competition was limited and it you could manipulate the results.Now everybody has a site, all are desperate to be seen, so a more professional approach is needed.
Review your web site often. Appraise it honestly. Has it kept pace with your business? Is the content relevant – do you own a selling tool, or a boring brochure?
Are visitor numbers rising or falling?
How much money is it making?
If you can’t dedicate the time, employ a professional.
Customer Care Programs
To understand how important this is, you’ll need to make a few simple calculations.
Take a look at your customer list and sales history and work out:
- The dates you
- made first contact
- sent the first bill
- The billings
- Value of the first bill
- Sales since then, quarter on quarter
Warning: you will have trouble sleeping afterwards. You’ll realise how long it takes to acquire a customer (how much did that really cost, by the way?). Then it dawns that most money comes from a few people; not an 80:20 rule, more like 95:5.
Now ask ‘If I lose a key customer, how long would it really take to make up the revenue?’.
That’s why client retention matters.It doesn’t cost much, and you will pick up business.
Most people assume that partner organisations will fall over themselves to sell their product; if only that were true!.
Usually it takes a lot of time and effort to build trust, make sure you do it right.