Along with the Unique Selling Proposition, a firm’s database is the other most important step to bringing marketing into your organization. Why, because good, consistent customer communication is the key to future growth.

Your current and past customers present the baseline profile for where to go from here:

• What in your customer and prospect profile do we want more of
• What would you like to change about your future customers
• Your existing customers are a great source of feedback
• They can be a positive (or negative) influencer and referral source

Did you know that it costs four times more to find a new customer than to retain an existing customer? And, past customers are a critical referral source for new business.

What condition is your database in?

• Is it stored in one central location
• Is it constantly being updated
• Is every constituent group from past customers, to employees, to vendors and other “friends of the business” on the list
• Do you have one individual that is ultimately responsible for its maintenance
• Is it being employed as a central tool for business development initiatives

For a free session with Lauterback Marketing on the utilization and condition of your database, please call 973-889-9393 or just contact us online.