The World's Best Customer List

This rule builds upon Rule #2 ,
and upon Levinson's idea that guerrillas should focus
10% of their marketing on the universe, 30% on
prospects, and 60% on current and past customers.
Levinson has a persuasive argument as to why to put
so much time and energy into your own customer list:

As all guerrillas should know, it costs five times more
to make a sale to a stranger than to an existing customer.

Because you direct 30% of your marketing toward
your prospects, you also want to maintain a list of
hot prospects. Levinson explains, as follows:

Although it costs but one-fifth as much to sell to a
customer, hot prospects are really customers
waiting to be born -- and guerrillas are midwives.

This rule assumes that your customer list is brimming
with useful information about each customer. Harvey
Mackay, author of Swim with the Sharks Without Being
Eaten Alive, is offered as an example. Mackay's
customer list has 66 details about each customer.

They know about their customers' and key prospects'
education...families...even office decor... Mackay's company
sells 10 million envelopes daily because the customer
list provides its salespeople with details about their
customers' lifestyles -- which refers to smoking, drinking,
eating, playing, driving, achieving, favorite sports
teams, and other small but juicy details.

As you can imagine, this kind of detail helps you
focus on individuals, not markets. It allows you
to know whether to buy a customer tickets to a
hockey game or the opera - the folk, the blues
or the children's festival - chocolates or dahlias.

Marketing works when it is intentional, consistent and focused.

(c) 2005 Guerrilla Marketing Golden Rules e-zine
www.dangerousentrepreneurs.com
Steve Brewster
Business & Personal Coaching
403.283.5706