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A database is important for most businesses in developing a base of clients and potential clients. Time spent in setting up a database early in the development of the business will pay off in the long-run, but many business owners simply throw business cards in folder. The intent, of course, is to follow-up later, but that seldom happens.

There are many ways to keep a database, but the most important thing to take into account is compatibility over the long haul. Many popular programs, including Excel, ACT, and Access can be easily converted to other formats. Before investing in database software and more importantly, before spending hours entering data, be sure that you are not locked into something that can’t be converted. Never keep a database in a word processing program. Sometimes address book programs designed for home or pda use are incompatible with spreadsheet and database software.

Read the fine print and, if you don’t feel confident to pick the software, consult an expert.

Regardless of which software (whether it be a spreadsheet or database) you use, you will need to designate fields. Use a different field for each type of data you want to collect. Do not mix first and last name in the same field. A typical list of fields might include: First Name, Last Name, Street Address, City, State, Zip, Home Phone, Business Phone, Cell Phone, Fax, Email, Date of Entry, Notes. Be sure to capture all the information your think you might need about each entry. Some software packages, including the popular ACT, allow you to track contacts and sales as well.

If you just enter a few business cards each day, building a database won’t be too onerous. There are also small scanners you can purchase designed especially to import data from business cards.

 

One important use of your database is sending personalized communications. If, for example, you have created a simple spreadsheet in MS Excel, you can use the Mail Merge feature in MS Word to send personalized letters to each person on your list. This feature is not easy to use, but it is very powerful.

Another way to approach your database is to subscribe to an online service, such as MemberClicks.com. For a very affordable price, you can set up your database and even send customized blast emails to everyone in your database (be sure you have permission or an existing business relationship and comply with the latest anti-spam laws). You can actually develop an online community and post your calendar of events or poll your clients. With this kind of service, you can differentiate between clients and prospective clients.