By Jack Crowley

Your database is your goldmine and greatest asset. In simple terms, it is your list of customers and prospects. After your product or service, your database is one of the key components for your success. Database management means that you manage your existing customers for maximum ROI. It is less expensive than finding new customers. To manage your database, you need a software program that allows you the ability to sort and segment your customers. A couple of programs that enable you to sort your customers include ACT and GOLDMINE. These types of programs enable you to sort your customers, both consumers and businesses, by any criteria that you deem important. On the consumer side, this might include sex, age, marital status, home ownership, income, children, pets, etc. For businesses, it would be important to know the SIC code, annual sales, number of employees, etc. With customers grouped according to common criteria, you can plan your marketing and sales campaigns. If you have 20 customers in Plymouth, for example, this might help you plan sales call in this area or if it would pay to have a delivery service to that area. Are you mining your database?

Jack Crowley • 781-545-9537 • www.crowleymarketinginc.com