Module 8 - Client database marketing

Key outcomes

• Create marketing letters and correspondence to send to clients, prospects and referrers
• Understand how to use your database and CRM system
• Understand the value of a client database

The top producer on this CD is Ed Nixon - Principal of Loans Approved

Ed Nixon is the principal of Loans Approved Pty Ltd.

He has been helping individuals and organisations get the finance they need for over 13 years, including 11 years in Commercial Finance.

Ed's area of expertise is "structuring multiple loans for continued borrowing". He runs occasional seminars on this subject for various investor and industry groups.
He lives in Canberra with his wife and two children.

loansapproved.com.au/

Client Database Marketing is not so much about which software you use, but rather what you send say and do with your clients and business partners throughout the year. Our Top Producers plan their contact management process for the year ahead and generally keep them messages fairly simple. Here's a list of the messages and delivery method that we used successfully;

• SMS RBA rate announcements immediately after the announcement (ie. be first to let your clients know)
• Client service satisfaction survey - by phone or web
• Newsletter with information relevant to the clients interests and your services - email or post
• Outbound phone calls - client care, reviews, thanks for the referral
• Post settlement gift - courier
• Regular emails updating the 'state of the market'
• Client thank you function - party at your office
• Visit your referring clients (at their place)

The key here is to communicate with your clients on a regular basis so that they don't forget you. Make sure that what you send is valuable otherwise you run the risk of getting an 'unsubscribe' message from your client. Your CRM strategy is only as good as the last message you send to your client - so don't lose focus on the content of your messages.

Your goal at the end of this module is to put a communication plan in place for you to follow throughout the year. This will include 3 or 4 of the above list.