The most valuable business asset is not your inventory of goods.  It is not your equipment or machinery.  In fact, it is not even the people you employ.  Your most valuable business asset is your list.

Who is on your list?
This list is one that has the names and addresses of everyone who has ever shown interest in your business.  These people may have heard your marketing message and responded.  They might be former clients or prospects.  Your list could even include business colleagues, vendors, friends, relatives and other influential professionals.

It is imperative that you add everyone who fills out a contact form on your website or calls in response to an ad campaign to your list.  These are leads that can turn into clients down the road.

What do you do with the list?
You need to understand that not everyone is a quick decision maker.  Some of your prospects won’t be ready to hire you right away or start purchasing your products.  Therefore, you have to stay in front of them, so that you continue to position yourself as the “wise man/woman at the top of the mountain.”

You need to make regular marketing touches.  Send newsletters, postcards, emails, etc., so that you can build a relationship with the people on your list.  Soon, they will start to feel comfortable with you and will turn to you when it comes time to purchase your products or services.

To find out where the smart Northern Virginia business owners are gathering, visit Glazer-Kennedy-Virginia.com.