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Move your business forward
by keeping records
Keeping records is vital to the success of your marketing activities. With accurate records you’ll know for sure what’s working and what’s not. Set up a simple method for logging enquiries. A paper form will do if you don’t have a computer. - Log as much information as you can. Not just their contact details. Find out why they called. Was your ad more attractive than someone else’s? Were they taken by your risk-free offer?
- Update the record when their status changes. When they order, make a note. If they drop off your prospect list, also make a note.
- Use your enquiry records to feed your customer and prospect “database”. On an earlier page you set up your database on paper or computer. Make sure you add to it with enquiry details as time goes on.
- Your computer can be a sophisticated tool for keeping records. ‘Contact management software’ takes all this a stage further. It provides the database for you. If you have lots of enquiries and need to track progress, it could be worth the investment. Products cost around $150 or less. The software allows you to keep track of all enquiries until they become orders, or drop away. Also you can pull off lists like “all the people I need to contact this week” when you need to follow up enquiries or things you’ve agreed to do for them.
A Low-cost Action Plan for Keeping Records
1. Set up your enquiry logging system. Use your computer database or spreadsheet, if you have them. If not, simply use a sheet of paper, with columns for name, address, telephone, email, source of enquiry, etc. 2. If you get a large number of enquiries, look at contact management software to help you follow up promptly. Otherwise just add an entry to your diary noting when you need to contact a prospective customer. 3. Each month or quarter, depending on volume, make a summary of the enquiries you’ve received. List each source separately, together with: number of enquiries; number of good prospects; number of orders. Also make a note of any recurring reasons why people have chosen to contact you. 4. Seriously question any advertising medium that’s not paying for itself (in
lifetime value)
at least, if not on the initial sale. Either stop using it or experiment with new content until it does pay for itself. The only exception to this is when you’re using break-even or slight loss-leader campaigns to attract new customers who will buy from you again in future at a profit.
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