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profit. It is probably a good exercise to look at clients and customers
using the same definitions and the same nomenclature – but not in
their earshot!)
n What specifically do you do to lengthen the product life cycle of
cash cows and accelerate the wide acceptance of stars?
n What is your policy for getting rid of customers who are, and will
remain, more hassle than they are worth?
n How often do you communicate with your customers?
n How do you personalize communications?
n Have you checked your letterhead recently?
– What does it do to promote sales?
– Does it promote your business?
n What is in your signature file for e-mails?
– Does it tell the recipient anything about you and your business?
– Does it build business opportunities?
n How can we make life easier for our best customers?
n If you use them, which host/beneficiary deals are bringing in the
most business?
– Which are bringing in the most profitable business?

If you are not using them, should you? (See E-Market
Dominance by Brian Ash and myself for details.)
n Which are competition’s most profitable customers?
– What is your strategy for capturing them?
n What is your unique selling proposition?
n What is your referral system?
– How do you reward referrals?
n If you could improve one key aspect of your marketing at a stroke
what would it be?
– What would be the result?

A brief word about a tricky subject

Howard Shenson used to say that “you may be certain that whatever
response marketing people claim for a direct mail initiative, high or low –
it is a lie”. Direct mail, whether by old-fashioned post or by e-mail is diffi-
cult to do and difficult to assess.

n Is the list the best available?
n Is mail the best way to approach this prospective customer?

You can buck the market! 149