Utilizing your best
hidden asset to increase sales
by Marty Marsh
You probably already possess one of the most valuable and powerful assets you can possibly own. But if you’re like most business people you probably aren’t using it to its full potential: your mailing list. (You do have one, don’t you?)
Using your mailing list is a surefire way to get repeat business and to bring in new customers. Don’t worry if your list isn’t in a usable form yet. You may be further along than you realize and using these 6 tips will make the task easier:
- Determine what information you already have. You probably already have more mailing data than you realize. Go through invoices, sales records, business cards or attendee lists from networking events and put all the info in one place.
- Gather more names and addresses. Also, cull from membership lists from your local chamber of commerce or other networking group. You can also buy or rent lists of people who have bought similar products and services.
- Give something away to say thanks. Customers, eager to win a prize, gladly provide their mailing information. Have a form handy for customers to fill out. One candle retailer holds a drawing for a popular product every month.
- Keep track with a database. A contact database makes it easy to access info and create mailing labels. Include any pertinent additional information such as birthdays or anniversaries. A bed and breakfast might use anniversaries as an opportunity to send a greeting card and an invitation to come back to the inn to celebrate.
- Brainstorm ideas for using your list. There are hundreds of ways to stay in touch: newsletters, postcards, coupons, flyers, e-mail and more.
- Use your list. Keeping your name fresh in your customer's mind is essential to cutting through advertising clutter. Mail something to your list at least once each quarter or more often if your budget allows.
What would you like to do next?