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Rule 2: Data is your most valuable asset

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Botty Rule No 2: Your most valuable asset – bar none – is your database.

I’ve got a very large database now, with over 400,000 people on it. It’s taken me seven years to build and compile, and I’ve spent a lot of money collecting leads to nourish and nurture my database. It is, by a country mile, the most valuable thing I possess. 

You see, every time I send an email out to my database, I make sales. Do you have any idea what that does to your peace of mind, to your quality of sleep, to you ability to plan ahead with certainty for your business? It’s a truly wonderful thing to have, and this applies in any business.

In December 2008, I received a Christmas card from the Knowle Indian Brasserie, a restaurant near to where I live. My wife and I used to visit the restaurant quite regularly a few years ago. They serve very nice, high-quality Indian food, they’re local and we enjoyed going there. 

But for no good reason at all, we got out of the habit of going there. We never had a bad experience there or anything like that, we just started going to other restaurants as there were several in our area.

In short, until that December, we hadn’t eaten at Knowle Indian Brasserie for over three years. Then I received a card from them. To help persuade us, a £10 voucher was included in the card. That gave us the nudge we needed to go back to the restaurant. 

They had gone off our radar, but the £10 voucher was what was needed to draw us back.

Build your database, keep in regular contact with your customers and prospects and you’ll make (a lot) more sales. It’s that straightforward. 

As my football coach used to say to me when I was a kid: “Simple things, done well, look good.” 

The bit he missed is that they make you a lot of money as well.

Nigel Botterill’s book, Botty’s Rules, is released by Vermilion on August 4.

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