New Names, Who Should be Added?

Every person that comes in the store should be put on our mailing list unless you have a VERY good reason that they should not.

Being 6 years old is a marginal reason. Being 18 years old is NOT. The adult-aged (18, even 16 or 17) son or daughter of a customer should be on our mailing list. They have been here and seen that we are a good store. We should make our store THEIR store.

Joe comes in to buy an engagement ring with his friend Bob. They both drink a few beers and have a good time. Bob (the friend of the customer Joe) should be added to our mailing list. The contact keys to check are “Prospect” and “Mailings 12.” (Prospect means we added them versus them asking to be added and “Mailings 12” in this case means leave them on the list for 12 months to see if they will become an active customer.) Why should Bob be added? Because if his friend buys his engagement ring here then he should buy from us too.

A skid row bum comes in to ask if he can pee on the floor in our bathroom. This would be one of those RARE occasions when you might not add a person to Central Files.

Test: Man in Rolls Royce comes in with a friend to look around; neither buys. Should Man in Rolls be added to mailing list? Should his friend? If you said anything other than two times “yes” then you might want to ask for your walking papers. You probably don’t know what 37% of 100 is either.

People that have been to the store with a friend or relative and have had a good experience should be added to the mailing list as “Prospect” and “Mailings 12.”