…Refinement

You likely have a large list of loyal buyers or contacts, but you need to keep those arteries healthy because you have a lot to lose!

It is 4x harder to acquire a new customer than it is to hold onto a current one, so channel some of the time you spend dominating things into making sure you are staying relevant.

You should be doing regular detoxing of your database to make sure you have the right contact right now, the right email addresses, and know of any big changes happening with them.

If you are a big B2B corporate, you will want to make sure you know that the C-suite guy who makes decisions at your on-the-fence-loyal-client procurement headquarters will be reachable at the company he has finally been pinched by - because that is a fast-track way you can get business from a new corporation; and you want to get his successors details from the place he just left so that you are the first company to reach out to the new person and hold onto the business you have been enjoying for years.

Loyalty in established businesses is very much down to long-standing relationships, so make sure you are keeping your database fresh and reaching out to check on things.

If you are a smaller business or selling to end-users, it is not so different. Your veteran customers move around, change email addresses, change last names... and that tiny change can mean losing touch with them and them forgetting about you.

One of the main activities to focus on then is not to just keep details fresh but to expand the data you have on them - grab their social media handles so you can see when they announce a major change and update accordingly.
Get their extension and WhatsApp and mobile #, so that even if one changes you are good to go with the others.

The goal should be to have a way of finding or contacting them that won't change even if they move onto another pasture.

See other options: Reach, Research, Retention

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