The More You Know About A Customer The Easier It Is To Sell To Them
By Rick Segel
These words are the basis of customer
relationship management or as I like to call it “pinpoint
marketing”.
For some reason retailers are apprehensive about asking customers
pertinent information. Understand that the greater the reward, the
more information that you will get. Let’s learn from all of the
Players Clubs at all of the casinos. People will give their blood
type to get their VIP Pass to be first in a buffet line. I hear the
battle cry that people are more private than ever before and don’t
want to give out information.
If you believe that, you are 100% correct. People are more
private and in a recent Dun & Bradstreet Survey, there has been an
increase of customers who choose not to give personal information,
rising from 8.3 to 9.1 percent. But that means that there are over
90% of the people who are willing to share information for a reason.
The information that we need is:
- Name, address, email, phone, fax, and birthday
- What—what they have the ability to buy from you
- Where—where do they buy, online, by phone, by fax, in the
store
- When—do they buy early in the season, late in the season,
only on Valentine’s Day, or Christmas, at night or during the
day
- How much—what’s the customer’s price level, are they regular
price, are they coupon customers, first markdown customers,
clearance customers, or bottom feeders
Our business has changed. We are now in the information
collection business. It’s makes everything else easy.
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