Do you keep up to date?
Many years ago, before kids and the entrepreneurial spirit hit us, my husband and I were very well off. We both had well paid corporate jobs with all the associated trimmings and it was great.
During this time I visited the Chelsea Flower show and almost bought a sundial for £5000 (told you we were well off!)
The reason why I am telling you this is not to irritate you but because every year since then I have received a lovely glossy brochure from this sundial producer.
Now if I said that my eldest child is 15 and Best Years is about the same age you will know that this company has been writing to me for a long time despite the fact that I have had no other contact with them since those halycon days.
My circumstances have changed substantially and my outlay on the garden is now confinded to £2.95 for 6 bedding plants but this company continues to believe I am a potential customer.
Even if my circumstances hadn't changed its feasible that my spending power during this recession might have declined but like clock work my glossy brochure contines to turn up.
So how often do you check whether your contacts are still potential customers? Brochures are expensive to produce and to post so do you check that everyone who gets them is still likely to buy?
Digital communications are cheap, but there is still a cost associated with having unwanted contacts in your lists, especially if you use a 3rd party email software.
I know from bitter experience just how boring it is to tidy up your database but it is something I will be doing over the next couple of weeks while I have the Olympics to entertain me in the back ground.
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