Business Contacts are Human
Your contacts in other businesses appreciate being remembered. Representatives of other businesses, even though they are simply doing their job, are also people and like to make a connection on a human level. Remembering any detail, especially their names, will help maintain good business relations. Just like with making a face to face deal you need to develop a relationship with these business representatives. So it is important to know, at the very least, exactly what the first name of each person is. These people are effectively your business’ customers. The most reliable way to “remember” this vital information is to store it in a customer database.
When you send a newsletter or any written correspondence to your contacts they are more likely to read it and not throw it straight in the bin if you address it to them personally rather than, “Dear Customer”. Further, if you refer to them by name in the body of the correspondence your chances of making a better impression will most certainly improve. This is only the tip of the iceberg. To further improve your relationship with your contacts you can also store details such as the contact’s date of birth in the database so you can wish them a happy birthday or whatever you wish. What you decide to store in the customer database is not in any way limited by the computer. You can literally store anything and everything you want!
Remembering details about these representatives will “lubricate the wheels of business”. So clearly if your business is dealing with other businesses it will pay to develop and maintain a detailed database storing data about the people you are interfacing with on a daily basis.