Making the most of your data
Jamie-Allan.com is collaborating with Business Equip to deliver Customer Data Profiling, Customer Data Cleaning, Customer Data Security and CRM Consultancy (CRM Engine)
Whether you sell into the B2B or B2C sector, use your Customer database to understand your Customers better and as a result, find out where and who your ideal Customers are; by value, by product or service, by lifestyle, by location etc.
Understanding your Customers = Strong Relationships = More Sales.
Like many businesses, you have a constant flow of Customer data coming in and going out. But some of that data might be old or not up to date. Now is a great time to sort and clean all your Customer data and, if you don’t already have one, put it into a centrally shared CRM system.
Keeping your data up to date and retaining your Customers should be your top priority as it’s 10 x more expensive to find new Customers than it is to keep existing ones. Also by only communicating with those people on the database that you know are buyers of your products/services, saves you time and money.
Cleanse, Profile and then Manage your Customer Database to target early Sales Opportunities
Your Customer database is an untapped asset. It is vital to make sure that your data is right up to date. For Customer Profiling, you need to cleanse your database then 80/20 it so you know who your best customers are and what value they represent. Your database is then managed using a CRM System to maximise sales effectiveness and get MORE from the Customers that you already have.
You must make time to contact your top customers and find out what their needs and concerns are so you can help to give them what they want. Start with selecting 10 of your top customers and do a 1 to 1 phone call with them. A survey is also an option but I would always recommend a personal call where you can. Questions would be designed to identify what they think of your company from a brand and service/product perspective and how you can serve them in future – essentially understand the Customer Experience.
The subsequent results will give you a good idea of how your typical customer profile might look like.
Using Customer Demographics
With this information, you can target your Customers more precisely and make your marketing budgets go further and be much more effective in winning more sales.
The 80/20 Rule
80% of your revenue is generated by 20% of your customers so you need to know which ones represent your 20%. Concentrating on your top 20% will generate your ideal customer profile which you can use to get more business from existing customers as well as using it as a brief to target new customers. The 80% can also be profiled with a view of getting them up the value chain.
By now you need to be GDPR compliant to make sure your business AND database are fit for purpose to meet future Data Protection requirements.
“I needed to focus more “on the business” so Jamie worked alongside me to profile our existing customer database which clarified what types of business were best for PanaEpos and where we should concentrate our efforts looking for more of the “right” business. Processes were then put in place to provide a great customer experience that cemented our relationship with our customers as well as increasing internal productivity. Sales and Support now work together to concentrate their time where we can get additional selling opportunities from both new and existing customers. In conclusion, profiling the customer database has been a real benefit for us and has enabled us to grow our business and buy a local competitor who was retiring.”
“Jamie just gets customer profiling and how to use a CRM system to properly benefit a business. I’ve known him for many years now and his knowledge and expertise always impresses me and his advice is top notch!”
Neil Foley – Business Growth Club
I’ve known Jamie Allan in business for 15 years, he has always conducted himself with utmost integrity and professionalism. Jamie has continually evolved his skills and knowledge to provide a relevant and exceptional business service to companies I have share holdings in.’
“What a total pleasure it was to have someone willing to give me a few minutes of their time to walk me through GDPR in a way that even I could understand. I had asked, in an online forum, if there was an idiot’s guide somewhere for numpties like me and Jamie offered to call me to discuss my concerns. Not only did he call me, he had carried out his own research on my website, he took the time to explain it all to me in a simple way and he put my mind at rest. I have a couple of things to do to my website, to make it secure and I need to make some changes to the way I answer enquiries but, apart from that, I’m ok. What a relief that I don’t need to delete all my emails! Thanks Jamie. You’re a gent”
Glynn Burrows – Business Owner, Norfolk Tours
“We used Jamie Allan as the Sales Coach to help us with our TeleMarketing, Direct mail and Email marketing. The target was to achieve a 20% increase in courses – so far there has been a 40% growth for courses booked for the following year. As a result our market share has increased in East Anglia by 20%. I would have no hesitation in recommending Jamie if you want to get more sales for your business.”
“I asked Jamie to re-visit our database as a customer care follow up programme. Not only did he manage to win over some awkward clients from the past but he also managed to sell additional products and services and gain valuable referrals as a result. Jamie is not only a great sales and marketing guy but he also has the right approach to develop strong relationships with clients. ”
“I negotiated a deal with Jamie Allan for his organisation to provide consulting services to Habitat. He was very fair and open yet clearly managed to strike a deal that was a win-win for both parties, achieving my budgetary constraints and need for the right kind of people on the project without blowing all his own margins! Not the typical “pushy sales guy” – very collaborative and client focused.”
“Over the 3 years that Jamie worked as interim Director of Sales and Marketing, he won significant new business with Tier 1 retailers as well as a 3 year framework agreement with a leading utility company thereby over achieving his targets over this period.”