Online Data Storage Backup

Building a Database Is Easier Than You Think
By Carl Kruse

Fifteen years ago, we attended a one day seminar given by my good friend, Ken Erdman. Ken was a savey direct marketer and my company was an industrial sales company selling specialized widgets. We sold job shop services to industrial companies like Honeywell, Motorola, Martin Marietta and Black & Decker to name a few. So I looked at my business as being very different. Ken dealt with the consumer. We had industrial clients.

What a mistake! Because Ken made a comment during our time together that I heard, but discounted because “my business was different”. It was such a simple idea that I didn’t realize the full impact of what he said until many years later. Ken said, “Your company is only as strong as your database. The database is the most important asset of any company.” Now we have a whole industry dedicated to database management.

The big companies involved, make it seem complex. But it isn’t. Whether you have a small store that sells antiques, repairs shoes or own a restaurant or sell specialized widgets, you have to have an up-to-date, well maintained database of customers and prospects. Every business especially small businesses need to commit a certain amount of time everyday to building and maintaining their database. It is the life blood of your company. Many companies have been sold solely on the value of their customer list and database.