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In marketing as in science there are basic principles that govern the movement of bodies in space, or prospects and clients. Just as people instinctively know the law of gravity, they are aware of the fundamental principles of marketing. Unlike the law of gravity which is hard to deny, many small business owners often neglect to apply core marketing principles to attract clients.

CRM was supposed to bring companies closer to their clients. The basic idea was to; find out what a client wants and needs, give it to them, and get them to be your client for life. But as with all good technology, it hasn’t actually brought the sales teams, marketing departments, or customer service departments any closer to the customer at all! Technology is a cold hard process that rarely subsitutes for a human voice and social interaction…

Customer profiling is the practice of analysing customer behaviour, and allocating profits and costs to the various activities that the customer conducts with your business. If this is carried out on a systematic basis, the understanding that you develop of your customers helps you extract the maximum value from each customer relationship…

The ABC method has some detractors - there are some that feel the cost and effort to derive ABC costs outweigh any benefits derived from the information. Over-complex ABC analysis is definitely not necessary. However, some ABC analysis is essential in any business environment that wishes to get a more accurate understading of its product and customer profitability….

CRM (Customer Relationship Management) is on the tip of a lot of tongues these days, of those hoping to break through into a new and better way of doing business. But the real strength of this idea isn’t new at all. In plain English it simply means putting your customers first. Many successful merchants have utilized this approach for years…

A business’s marketing message is an essential element of its overall marketing communication. The marketing message is a tight statement of what services being offered that answer’s a prospect’s instinctive question: ‘What’s in it for me?’…

A distinguishing feature of UPS's customer strategy is our use of technology integration
to create one-to-one relationships with each of our customers and strengthen their value
propositions. The approach took root in the late 1990s as the emergence of the Internet
helped us enable our customers to track their packages. That tracking convenience
equipped our customers with a much better way to serve their customers.

Targeting high potential markets with direct mail can be a very effective way to get new customers for most businesses. How to reach those high potential markets? Try using demographic data…

The key CRM benefits of reduced customer churn, and increased customer profitability are often not realised. This article provides some pointers as to how to avoid failing with your CRM implementation.