7 Things To Know About Your Customers - InformationWeek
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8/25/2010
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Michele Warren
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7 Things To Know About Your Customers

Last week, we checked in with Infusionsoft co-founder Clate Mask, who shared a list of things we should know about our prospects. Now he tells us what kind of intelligence we should be keeping on our bread and butter -- the clients we already have.

Last week, we checked in with Infusionsoft co-founder Clate Mask, who shared a list of things we should know about our prospects. Now he tells us what kind of intelligence we should be keeping on our bread and butter -- the clients we already have.1. Their name. Nothing speaks to an individual more than their first name. Use it to build a relationship. 2. What they've purchased. If you know what your customers purchased in the past, you have a good idea what they'll buy again. And that means you're less likely to waste time promoting products of little or no interest to the client. 3. How often they purchase. Individuals who buy rarely from you may need additional encouragement -- that is, more marketing. On the other hand, those who purchase your goods or services more regularly might benefit from a newsletter or a coupon. 4. How much they spend (on the average). Why spend precious time pitching products that your customers can't afford? This isn't only a time-waster: It could also offend or embarrass your customer, demonstrate your lack of interest in their needs, and cause them to lose interest in your company. 5. How recently they made a purchase. Have you lost a customer without even knowing it? Who's still loyal? Who has strayed (and needs to be brought back)? 6. Each interaction you've had with them. Documentation is important for obvious reasons. But being able to "recall" previous conversations will make your customer feel important and appreciated. 7. How they feel about your business. Feedback from your customers is the best way to improve your products and services, meet customer needs, and attract more customers.

But here's a question: How's a busy business owner supposed to keep track of all this information? According to Mask and the other folks at Infusionsoft, you need to be assiduous in maintaining an accurate, up-to-date database. Relying on your memory, photographic as it may be, is probably not a good idea. You've simply got too much going on, and a snippet (or two) of info is bound to fall through the cracks.

In June, "Conquer the Chaos: How to Grow a Small Business Without Going Crazy," a book written by Mask and Infusionsoft co-founder Scott Martineau, hit shelves. In it, the authors offer strategies for getting organized and achieving a work-life balance when you're in the throes of launching an enterprise.

Infusionsoft's Email Marketing 2.0 combines multi-modal marketing (e-mail, voice mail, faxes, and direct mail) with CRM and wraps it in an automation engine so that users don't have to keep tabs on every one of their contacts. The software was designed to help small businesses -- ideally, those with 1 to 25 employees -- get organized, convert more leads, and automate some of their sales and marketing tasks.

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