Your own customer list is the best in the world—but only if it bulges with information about each customer.

Media mega-budgets cannot substitute for the information your customer list should contain. The more you know about your customers, the easier it will be for you to identify others with similar problems. The larger and more detailed your customer list, the less you have to invest in media advertising.

It costs six times more to acquire a new customer than it does to resell a past customer! The money saved when you resell past customers goes directly to your bottom line.

Convert the information in your customer list to action steps you can take to make each customer feel appreciated and special. Each customer is unique. Success comes from showing them you understand their unique needs and want to satisfy them.