Do you think all your clients deserve the same? This question may seem daring, or maybe inconvenient, but if you intend to make excellent sales management and focus on the customer, it is convenient and absolutely necessary to know who buy their products, when they do, what quantities they buy, and certainly, their contribution in the total sales volume of the company.

When reviewing the list of your customers, and analyzing the purchases made by each of them in a given period of time, it will be noted that probably a significant percentage of your sales is concentrated in a small percentage of your customers. This recalls the law of Wilfredo Pareto, famous 19th century Italian economist and sociologist, which states that approximately 20% of its clients can generate around 80% of their sales. This means that you must identify that 20% and give a different service and attention to the other 80% of your customers. It does not mean this, that the latter will be disregarded and belittled. Nor should it be interpreted as an act of discrimination. It is about rewarding loyalty, the inclination of its customers for their products and / or services. To do this you must invest more time,

If you want to put into practice what is established by this law, and if you want to design and implement differentiated strategies, you must know who is who, and for that, the first step is to identify them. Follow the following recommendations:

Update your database

Verify that the information contained in your database is up to date. Follow up your clients, confirm with them the information necessary to perform such management.

Make sure your system is capable of storing each of your customers’ transactions.

In order for you to track your clients, it is necessary that your system be able to register and store each of your clients’ transactions. Information such as, amount of purchases, total amount of purchases for periods of time, items and / or services purchased, frequency of purchases, responses to promotions made by your company, type of responses for each invitation to participate in promotions; apart from all the basic information of your clients, such as demographic, geographic, and market-specific information, such as the type and characteristics of the products and services you offer.

Familiarize yourself with your clients

Analyze the information contained in your database. Identify the basic characteristics of your clients, familiarize yourself with them. In this way you will know how to offer your products and services, what new products to offer, when to make promotions. You will know how to anticipate their needs … and how to satisfy them. Use the information contained in your database, visualize it in terms of profitability for your business. She is a highly valuable asset.

After following the phases mentioned above, you will be prepared to do direct marketing with CRM approach with your best clients. But do you really know what CRM is? It means working with the best customers, encouraging them, making them come back, continuing to buy the products and services that are offered, and in that way, continue doing business with them. To do this, information is captured from them, stored in the database, fed back continuously and systematically, each time the client makes a transaction, which can generate behavioral profiles of the various groups of customers. This, in turn, will allow designing and directing specific strategies towards each of the groups. By analyzing the characteristics of each profile, a better knowledge of its customers is achieved. In doing so,

It is intended to achieve a massive personalization of them, that is, to generate ways to personalize products and services for their clients. The idea is to achieve a systematic feedback, to then customize.

In that sense, consider that direct relationships with the client, person to person are active, agile, interactive and fluid. Do not see him as the representative of a group with certain demographic, psychographic characteristics, etc., as is usually done in traditional marketing. Visualize him as a real person. That is the way to solidify relations with the client, achieve their loyalty, which will result in lower marketing costs, increase in sales volumes over time, and therefore, the increase in profits.