Terri Beavers Organizing the correct client starts with having good-quality information. Time is money when you’re running a small business; there isn’t time to spend chasing down leads that are based on incomplete questions, teaching potential clients about your products/services (if they do not qualify), or searching through contacts that have out-of-date information.
With an organized database, you’ll be creating defined beginnings. When you know who your perfect customer is, where he/she lives, what services/products he/she would potentially be looking for, and how to speak with him/her in a manner that works for both you and your customer, you will remove all speculation. With a strong base of organized data, you will begin each conversation with practicality.
This does not mean treating your customers like just another entry in a spreadsheet. This means being respectful of your own time and their own time. When you have an accurate way to keep track of your data, your conversations will become more productive immediately.
Local Businesses Have More Than A Large Contact List To Work From
A large contact list can be impressive, but it is often less helpful. Many times, these lists will include outdated information, unconnected individuals, or be so broad that you’ll end up spending more time cleaning up the list than making actual connections with meaningful people. For example, a landscaper does not need a list of all homeowners in an entire county. The landscaper may want to connect with homeowners in those neighborhoods where there are larger yards and/or older homes, and/or homeowners who have recently done renovations around them. A family-owned catering company will also not need hundreds of random email addresses for other businesses. They will likely need Event Planners, Schools, Churches, and Offices that host events frequently.
The same principle exists throughout various industries. If you provide equipment, services, or support to a particular industry/sector, then using a focused resource (i.e., a waste management company database) may prove more effective than utilizing a generic business directory that requires you to sort through all of the irrelevant data yourself.
Using a better-organized database narrows the scope. It enables you to stop speaking to everyone and begin talking to those who are more likely to require your service(s).
More Accurate Contact Information Makes Follow-Up Calls Less Awkward.
There’s something unappealing about following up on an inquiry when you’re not entirely sure if the individual is even relevant. You might hesitate before sending an email. You might overexplain during a telephone conversation. You might refrain from making future contact with this individual due to the fear of coming across as pushy.
An excellent database reduces some of the uncertainty associated with these types of situations. When you’re dealing with accurate contact details and clearly defined categories, you’ll be able to follow up with greater confidence. You’ll know why you’re contacting this individual. You’ll know which problem you might be able to help solve. You’ll be able to keep your message simple.
This is significant because local businesses still rely heavily on trust. Individuals can easily discern when you’re sending the same cold message to everyone. Conversely, individuals can also recognize when you’ve put forth some effort. A short and specific message usually feels better than a polished but empty message.
Better Data Reveals Patterns
One of the most helpful aspects of a strong database isn’t just the contact information. It’s the patterns that emerge over time.
You may determine that certain neighborhoods respond positively to your services. You may discover that small offices book faster than larger companies. You may realize that inquiries from one type of customer usually lead to repeat work, while inquiries from another type of customer usually result in extensive discussions with no bookings.
These patterns enable you to make better decisions regarding your marketing strategy. You can adjust your website copy. You can concentrate your local advertising efforts. You can build packages of services based on the customers who have already demonstrated real interest in your company. Using better databases is especially helpful when your business is growing.
At first, you may take whatever work comes in. Later on, you will have to become more selective. By using a better database, you can see where your best opportunities will emerge.
Maintaining Your Own Records Matters As Well
Your own records are just as important as any external databases that you choose to use. Each inquiry teaches you something. Each completed job provides you with a clearer picture of who values your services.
Start simply:
- Track where customers came from
- What they asked for
- How much did they spend
- If they returned
- Which services were easy to deliver, and which ones consumed excessive time
Over several months, those notes became more than administrative record keeping… They provide guidance.
You don’t require an elaborate system to begin tracking customer interactions. A clean spreadsheet, customer management tool, or organized contact list can be all that is required. What matters most is consistency. The information should be easily updatable, quickly searchable, and readily understandable upon reviewing it again at a future date.
The Best Customers Are Often Quiet
Sometimes the best customer isn’t the one who sends the most detailed messages or requests the largest quote. Sometimes the best customer is the quiet, steady individual who knows exactly what they want, pays on time, and returns regularly.
Better databases allow you to identify these types of customers sooner. Better databases enable you to move beyond surface-level interest and identify fit based on location, timing, industry, budget, and need. When these elements align properly, your work becomes smoother.
You still must offer good service. You still must possess patience, clearly communicate, and present yourself in a humanistic fashion. Data does not replace any of these elements. However, data does provide a better map to guide you.
And when you have a better map to guide you, then your days will seem less scattered and chaotic.
Featured Image Via Unsplash
