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Business Marketing

The hidden power of a business directory

It’s not so boring after all

Think your business directory is just a boring list of names, phone numbers, and addresses? Well, think again. A good business directory can be very powerful. It can lead to greater client loyalty and more repeat business.

How, you ask? “How can I leverage my business directory to get more loyal clients that will continue to do business with me and refer my services?” Well, the answer is quite simple.

Although it’s simple, don’t underestimate the impact that it can have.

The secret sauce

For repeat business, client loyalty, and long term success, you need to add value to client relationships over time. More than that, you need to find a way to get past clients to come to you to get information and seek your advice, even if they’re not yet ready to do more business with you right now.

Here’s the solution: position yourself as a true expert in your field with a wealth of valuable, industry-specific knowledge. What’s absolutely vital to this is a comprehensive business directory, complete with all the people and companies in your network that you believe your contacts could benefit from.
When you position yourself in this way, and are able to readily recommend various trustworthy, top-notch professionals to your clients, your clients will contact you in between transactions.

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You won’t be the one always having to reach out and initiate the conversation. They’ll rely on you for important information and for key contacts. And, of course, you’ll be happy to provide it to them because it means money in your pocket. Maybe not immediately, but down the road, absolutely.

My advice is to use a contact management system specific to your industry to build and manage your business directory over time. Whichever system you’re using, make sure it has a built-in business directory so you don’t have to constantly switch from one program to another. My view is that the more work you can do in one place, the better. Also, make sure that the business directory lets you categorize, search, and filter your contacts so you’ll be as organized possible and able to pull up the appropriate contact quickly.

The ultimate win/win

A business directory is the ultimate win/win. In addition to all the client loyalty building benefits that I’ve discussed, you’ll see that the people in your business directory will reciprocate with referrals back to you.

So, take a moment and think about this. Not only are you providing tremendous value to your clients and, as a result, getting more referrals and repeat business from them along the way, you’re also generating referrals from the people you’ve referred!

Put my advice into action. Position yourself as the “go to” expert in your field and start using your business directory to provide value to your clients and past clients. And then sit back and reap the rewards.

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Written By

Matthew Collis is part of the Sales and Marketing Team at IXACT Contact Solutions Inc., a leading North American real estate CRM firm. In addition to overseeing many of IXACT Contact’s key sales and marketing programs, Matthew works with REALTORS® to help them achieve their real estate goals through effective contact management and relationship marketing. IXACT Contact is a web-based real estate contact management and marketing system that helps REALTORS® better manage and grow their business. The system includes powerful email marketing capabilities and a professionally designed and written monthly e-Newsletter.


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