If I was to conduct a straw poll of 100 different businesses and asked them just this one simple question: “What’s the one thing you have that’s of MOST value in your business?, what do you think the responses would likely be? Here’s what I think they’d be:
“Well, DUH – its in our super-fandangled-whiz-bang new product we’ve just released”
“It’s in our amazing customer service – our customers love us and refer us like crazy”
“it’s our incredible service”
“Our single biggest assest is that we have THE best storefront location in the city”
“My staff is my single biggest asset”
“Its our amazing technology”
The list goes on and on…you get the idea.
But here’s the thing. ALL of them would be wrong.
Unless, of course they made this one simple statement: ”It’s in our customer list – we’ve got full customer information for ALL our customers – name, address, mailing address, physical address, phone numbers, buying history, referral history …”
Most business owners mistakenly place high value on the physical or service aspects of their business – their location, factory, equipment, products or services. But all that is just “stuff”. Its easily replaced and easily duplicated.
The real value in your business is with your customers.
If you have a great customer list, then you, quite literally have at your fingertips the ability to create your own income on demand. Releasing a new product? Zaap! Send an email to your list with a great offer before you go to bed at night and cha-ching – you’re got money in your account when you wake up. Found a great product that your customers could really benefit from? Send an offer to your list and earn a commission off the sales.
If you’re not zealously collecting the names and contact details of not just your customers, but all your prospects too (especially your prospects) – you’re letting a HUGE amount of money slip through your fingers.
Stop the hemorrhaging and make this your number one priority starting today…
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