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Let me ask you a simple question…

If there were one thing that truly defines a business in the 21st century, what do you think it is?

One thing's for sure: The 21st Century Business embraces technology. While you are users of new technology, you don't use technology for its own sake. You understand how technology can be used to strengthen you main competitive advantage – your relationship with your customers.

For the 21st Century Business owner, using technology is an exciting, interesting and important part of building a successful business. You may not fully understand bits and bytes or know what HTML is. But you do know how to hire someone who does. You understand how to use technology to your advantage.

The 21st Century Business has a website that is an effective marketing tool. It's current, interesting and relevant to your customers needs. As an owner of a 21st Century Business, you understand and use email to regularly stay in touch with customers.

The 21st Century Business engages in permission marketing instead of hope marketing. You don't sit back and hope interests rates will come down, that the weather will be fine this weekend and whether a major competitor makes a mistake so their customers migrate to you. Or hope that your own customers return one day.

No, the 21st Century Business owner actively seeks the permission from its customers, and develops strategies to regularly market to them.

You've probably guessed where this is heading as it relates to your business.

Get the contact information of your customers if you want to develop a close, personal and profitable relationship with them. By giving you this information, they are giving you permission to continue developing your relationship with them. Specifically, they are giving you permission keep in contact with them.

At the very least, make a point of asking for the street address and email address of every single customer at the point of sale.

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