For most salespeople their most valuable asset is their database – your list of past clients and centres of influence. Clients know you and trust you and as a result they will do business with you again and/or send you referrals. It is the easiest business to secure by far. Ironically this list does not always get the attention it deserves. Sometimes salespeople forget to “water their garden” and the crops start to die. Here’s what happens.
The evolution of a dying database:
1. You don’t call them often enough to keep in touch.
2. When you finally do call them, the conversation takes too long because there is so much catching up to do.
3. Because #2 becomes tedious, you avoid calling them again.
4. Because the database doesn’t hear from you, you are not top of mind. The next time they need your services they go elsewhere and do the same with their referrals.
5. Your database dies off and your “most valuable asset” shrinks rapidly. Your crops are dying!
Here is the evolution of a healthy database:
1. You establish a frequency of contact minimum standard for your database (for example, a phone call every 90 days and a mailing piece/email every 60-90 days). Whatever frequency you decide, just remember to be consistent.
2. The conversations don’t take long because the catching up time is much shorter.
3. Your contact is meaningful and productive. Asking for referrals becomes a natural part of the relationship.
4. Business regularly flows your way because when you consistently water your garden, the results are pleasantly predictable.
5. Bonus: Your database continues to grow. Why? The results you are generating encourage you to add more names on an ongoing basis. It’s working!
So the choice is yours. Look after your most valuable asset on a regular basis and your business will thrive. If you don’t, someone else will be harvesting from your garden. Start by looking at your existing database, set up a regular follow-up system that outlines your frequency of contact and put it in your calendar, every 90 days minimum. Remember the two keys… frequency and consistency.  No excuses.

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Want more business? Salespeople are always striving to capture the elusive “more business.” You go to work every day and you work on the leads you have, plus you look for more new leads as frequently as possible. If you want more business you really only have four options:

1. Buy it – advertise and promote extensively.

2. Buy it, plan b – cut your commission.

3. Prospect more.

4. Wait for it to come in on its own.

It’s up to you to decide how you want to create more business. What works best for you? Some of the above are more labour-intensive than others (#3 for sure). Some are more expensive than others (#1 and #2). Everyone has to decide. Most salespeople use a combination of all four options. Hopefully it’s not too much of #4.

Whichever approach you choose, make sure it is profitable and not based on hope. Your results will be much more predictable that way. As retired Ohio State football coach Woody Hayes said long ago, “Hope is not a strategy.” Create a strategy that works for you and follow it. Treat your business like a business.

Final point: Once you decide, stick to your decision and be committed. Start every day with the same plan and be consistent.  No excuses.

Bruce Keith is a leading trainer for sales organizations in North America. He was trained in the corporate world and then moved on to 25 years in the real estate industry, 10 years as a successful sales rep  followed by the last 15 years as a keynote speaker, seminar leader, author and one-on-one coach. He says, “It’s all about Results”. BruceKeithresults.com