Are You Getting The Most Out Of Your Database?

Imagine how much simpler your life would be if you had all your business contacts together in one place. One click of your mouse would reveal how effective your latest marketing campaign has been. Know at a glance which of your products/services is the most profitable.

Your custom-designed database will put this information right at your fingertips. Today, I'd like to share with you my tips for ensuring that your database gives you the business information you need, when you need it!

What is a database?
A database is a collection of information relating to a particular topic kept together in one place, for you to access whenever you need. You can use a database to simplify your:

MARKETING CAMPAIGN--set up a database to plan your marketing  campaign; track results of your marketing campaign; or analyse trends in your marketing campaign.

CLIENT & CONTACT MANAGEMENT--set up a database to keep track of your clients and contacts; analyse your business--which products/services are the most profitable; or see which clients are buying which product/service.

FINANCIAL MANAGEMENT--set up a database to keep track of your spending; manage your invoices to clients; or monitor overdue invoices.

MEMBERSHIP ORGANISATIONS--set up a database to keep track of members; send out membership renewal letters; or monitor subscriptions.

Your list for database uses will likely be much longer--just brainstorm a list of all the places where consolidated information would make your life easier!

The secret's in the planning
You want to get the most out of your database, right? Then make sure to plan it right from the start.

Before you go running off to set up your database you need to ask yourself these important questions:

::What do you want to use your database for?
::What data do you want to keep track of?
::Who will be collecting the data?
::How much data is there to collect--50 records or 500 records?
::Who will be doing the updates?
::What reports do you want your database to generate?

You may find it easiest to map this out on a piece of paper first. Work out how your database is going to fit together. How will each category relate to the others?

Get the maximum use out of your database:
By now, you've invested a lot of time in your database plans, design, and  setup. Don't miss this important step: getting the most out of your creation.

First, you'll want to make the database as easy to use as possible. Create  one-click touches to produce the information you need. Set up shortcuts so you can create the most important reports quickly. And make sure you really consider the easiest way to enter new data.

By applying this advice in your own database, yours will be easy to use AND  have the maximum use value to you!

Stop the Stupid Stuff In Your Business

We are living in a world of change. Shift happens! Competition comes from all over the world, which means that many American businesses are in trouble.

Many decisions are being made that are contrary to both good business sense and building customer loyalty.

Most organizations' marketing is usually an exercise in figuring out what to do to get current or potential customers to spend more dollars with them.

I'm suggesting that instead of thinking about what to do, figure out what to stop doing. In other words, stop doing the "stupid stuff."

Not doing the stupid stuff means finding out what prevents customers from spending money with you and making sure that that action or reaction never happens again.

Here's an example of what I call "stupid stuff." Some airlines now want to charge customers who want to speak to a live agent.

That's stupid stuff in two ways. First, they've chosen to penalize customers who want to continue getting what they've always gotten - one-on-one attention. Worse, they've done it by saying they will charge more for this previously standard level of service. How many customers will they lose because of this decision? I know of at least one.

There are more subtle, but no less damaging, stupid things businesses need to stop doing.

Take, for example, the new Wheaties boxes. General Mills recently introduced Wheaties boxes with photos of the U.S. Olympic gold medalists. One was missing: Paul Hamm. Why?

This was General Mills' response to my inquiry:

"Selecting a Wheaties Champion has never been an easy task, especially when we have witnessed so many outstanding performances by so many championship athletes. But it simply isn't possible to honor every champion on the Wheaties box."

So they leave off the first U.S. man to win the Olympics all-around gymnastics championship in one of the sport's greatest comebacks? His return from a disastrous fall to a near-perfect high-bar routine won near-universal praise and, for most of us, defined the word "champion."

But there was controversy. As most of you know, a South Korean gymnast claimed that a scoring error cost him the gold and appealed to the Court of Arbitration for sport. The court recently ruled that Hamm can keep the gold medal.

Even though the medal was disputed, it was not because of anything Hamm did or did not do. Still, General Mills decided to do the "safe" thing. But by being safe and leaving out Hamm, Wheaties is alienating the millions of customers who see him not as controversial, but as a hero, and losing customers in the process. Now that's "stupid stuff."

So start stopping! Stop saying "No" and start using the word "Yes." Stop charging for services that most of us think are free.

Find out what exasperates, discourages, hassles or confuses your customers and stop it.