Businesses of any kind rely on a good, strong customer base to build their profits. There are two different types of customers that may visit your business. The first is a browser; a customer that likes to look regularly, but rarely buys much. These customers don’t do much to increase profits, although you may get some increased traffic through their word of mouth recommendations. Then there is the serious, motivated buyer. These customers come to you with their checkbook wide open and they are ready to take your recommendations to make their purchases.
Which type of customer do you prefer? If you are interested in building your business by working harder instead of smarter, you will probably go for both. This is done through collecting as many potential prospects as you can and sending out promotional emails to try to inspire them to buy. Creating a buyers list of this caliber will take a significant amount of time and money. And after you spend all that time and money, what will your return be? If you are lucky, you might see a 1% or 2% response to your email. While that’s good, you could do much better.