Keeping track of what customers purchase is essential. This practice can pay you large dividends. If you track what your customers are purchasing from you, you may then give a follow-up call to take reorders or gain repeat business from them, when appropriate.

For example, let’s look at a business in the travel industry. If you own a travel agency and you aren’t regularly contacting customers who have previously used your services, you are not tapping into a large source of hidden income. What you need to do is work through your customer base, identify who you are hearing from regularly and who you are not hearing from. Then make a list of those people you haven’t heard from in a while, and contact them. If you have a detailed record of the travel arrangements they previously purchased from you, this will help you to cater more effectively to their needs. Even if 20 percent of the people that you contact decide to use your services again, this translates into extra income.
 
An auto service shop asks for a name, address and phone number in order to sell a part to a customer. All personal info and purchase history is stored in the sales system. But what is done with that information? If they contact all customers after three months to “remind” them that it is time for their next oil service, the business income will grow, and customers will feel better served as well.

A plumbing company requires its field technicians to record the name, address, phone or other contact information for all house-calls and then input or report that data into a customer contact list along with the services provided. Check in periodically, especially for those clients who purchased goods and services where regular follow up might be in order (such as annual drain inspections, for instance).

Don’t wait for customers to contact you – be proactive and follow up with them. Regardless of what business you’re in, consistent follow up or calls to take reorders will increase your profits and help you to stay competitive.
 
Use customer tracking software so that customer information is easily accessible. Good software will provide you with frequent reminders for when you make calls, and will help you keep individualized notes on each of your customers’ needs. You could also record information in a simple spreadsheet — just make sure that you have it and that the information can be accessed easily.
 
This ultimately leads to you being better informed about the needs of your customers, and translates to a better customer experience.
 
Keeping track of your current customers and following up with them on a regular basis can help you to better manage your sales and cash flow, and more easily predict both your production needs and your overall workload.