I ask this question all the time and very few companies I talk to get the correct answer. I get answer such as the company building and fixtures, trucks or inventory and sometimes I get cash flow.

But the fact of the matter is that the biggest asset any company has is their customer list. Think about it. Your building could burn down and you could loose everything but if you still have your customer list you will be back in business in no time.

When you have a customer list you can at anytime send them a promotion that is of value to them and bring in extra money. You could say to your wife where would you like to go for our Christmas vacation this year? She says how about Europe for this year so you have you customers pay for it by sending them out something that will help them help you.

You could have a help us celebrate with Grandma this year in Europe sale by saving 25% of the retail price. Or better yet when they buy a certain product or service at 10% off the regular price we will include this extra bonus to you at no addition cost because you are on our preferred customer list.. The options are endless but the point is that you let your list know about a value option to them and you end up with a nice Christmas vacation.

It is unfortunate but so many companies don’t spend the time to build and maintain their customer list. Many think it is too much effort to maintain and keep in contact. It is kind of a crazy excuse because there are so many automated alternatives to keeping in touch with your customers now a day.

You can keep in contact through newsletters, postcards even phone broadcast. There are endless options to keep in touch with your customer list. Heck you don’t even have to write the newsletters or postcards yourself because you can always sub it out to a company specializing in this type of service.

I must also caution you to keep it personal. I get letters and emails etc. from companies and it is signed by the name of the company. You know it is signed from “The People At Big Box Name Store’ Sounds cold to me and I don’t have a problem going somewhere else because we have no connection.

I am on the mailing list of a success Guru and it is always signed by his team and never him. How come? I think this is a big mistake because I want to know him. If he had the letter personalized with my name and then signed by him he would have a lot more of a high touch impact.

There are countless computer software programs or even services that can personalize all your contacts even if you have a million customer list it is still no excuse to not make it a one on one relationship. You have to make your customer think they are the most important person on the face of the earth to you.

You know why you want to do this? Because they are the most important people on the face of the earth. I mean without your customers is there really any reason for you to go into work each day? Remember ‘What You Focus On Grows’ and by focusing on your customer list it will grow you a vast fortune in short order and that is fun!