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Prospect Relationships = Database Management

Database marketing is the process of developing an accurate client and prospect list

Trudy VanBuskirk

August 11, 2008

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Do you have a pile of business cards that you’ve collected at networking events? Or have you recorded them all on your computer or in your PDA (like a Palm)?

Do you keep calling these people and no business takes place?

Everyone understands that your client list is your most valuable asset and that developing a targeted database of prospects will build you a goldmine for future business.

Database marketing is the process of developing an accurate client and prospect list, keeping it up to date, using it to stay in touch with clients, and approaching new prospects. Software is available that allows you to automate most of this. The one thing YOU have to do is maintain it.

Here are some tips on how to make your database work for you by developing a simple, consistent marketing plan to keep in touch with clients and prospects at the least cost.

1. Clean up your current database and get rid of dead weight.
   
   
2.  Identify the most profitable client type.
   
   
3. Determine your most effective source of new prospects. Find the 4 to 8 people who will buy from you as you work through your list on the first or second pass.
   
   
4. Make a decision as to how many times you’ll try to reach someone – 4, 5, 6, or 7 times? Or how long you’ll try – 30, 60, or 90 days? And then remove the names that don’t meet this criteria from your active list.
   
   
5. Design effective messages: newsletters, ezines, postcards, email, etc.
   
   
6. Develop new products and services to communicate to clients and prospects.
   
   
7. Develop a schedule of mailings. Be consistent in the schedule and the content.
   
   
8. Identify a budget.
   
   
9. Get the messages out.
   
   
10. And FOLLOW UP, FOLLOW UP, FOLLOW UP!!

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