List Building – more than the Leaning Tower of Pisa

by Kesh Morjaria on July 26, 2012

What is list building? I did once ask this ata seminar I gave and some bright spark (or idiot, who knows?) offered the suggestion of the Leaning Tower of Pisa. I guess he was probably right – but it does not help us here.

Let me ask you this…

What is your company’s biggest asset?

Your staff? Yes, true – you do (usually) need people, but I ask you – what if your most important member of staff left you? What would you do? You’d recruit a new one or promote from with, that’s what. So, no – not people.

Your office? Eh, no – you can always move office.

Stock? – Buy more.

Your customers? Ah, now we are getting there. But, not quite…

Unless you mean by “customer” any person who has ever made an enquiry for your product or service – that is your customer!

So, why am I saying all this? Well, simply to underline the point that it is far more difficult to attract a brand new customer than it is to re-engage with one with whom you have dealt in the past – that has either, or not, led to a sale.

Are you making it work for you?Have you got your list?

Is your list so big your office is toppling?

Previous post:

Next post: