If you’re using Xero or another CRM, whenever you input the data of a new customer, what you are in effect doing is creating a database. So let’s say you’ve got 500 customers, that’s a potential database of 500 names, addresses, email addresses and phone numbers. Providing you are being GDPR compliant, and all of your customers have opted in to receive marketing material from you, your database for your plumbing and heating business can be extremely lucrative.
“if used correctly, a database can add turnover and profit to your plumbing and heating business”
GDPR is the General Data Protection Regulation. It’s a legal framework that sets guidelines for the collection and processing of personal information from individuals who live in the European Union (EU). For any business that stores customer data it’s important to familiarise yourself with it.
If you do have permission to contact customers, then you can use your database for marketing purposes. Let’s say a new plumbing and heating product comes out that you think is the bee’s knees, put together an email explaining the product along with your prices and send it to your customers. Mailchimp https://mailchimp.com/ is good for this as it allows you to email multiple contacts at once and helps to ensure you are being GDPR compliant by offering an ‘opt out’ button.
“Use your database to generate work from existing clientele”
Again, any promotions you have running can be promoted to your database. You might have a summer sale for routine services because during the winter you are busy with breakdowns. The summer months can be quieter so use your database to compensate for the fact that you’re not gong to be busy and to generate more work. You can generate work from your existing clientele.
A database is extremely powerful and if used correctly can add turnover and profit to your plumbing and heating business without having to go out and seek new customers. Use your existing customers because you have already built the know, like and trust factor.
What is the Know, Like and Trust Factor? It represents the journey that a person takes when getting to know your brand. Firstly, the have to KNOW you. Once they know you, they start to LIKE you and your plumbing and heating business. Once they know and like you, TRUST begins to develop.
For more business advice or to discuss how to use your data base effectively why not get in touch? We’d be glad to hear about your business,
0114 400 0119