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Last Update: Sunday July 25, 2021

Key Idea: Stay in Touch

These partners know that communication with employees and customers is the oil that keeps their business running smoothly.

Key Question:


Nancy knows the names, addresses, phone numbers and buying habits of her customers and of the potential customers she is courting.

Q: How does Nancy stay in touch with customers and prospects?

She creates little pieces of art on post cards and mails them regularly. Her idea is to send something that is so lovely that the recipient will post it in their cubical. Her goal is to literally be in the face of people she wants to influence.

We have learned the power of the computer and all of us are becoming more effective, more demanding, and more efficient, and we are doing it faster, cheaper, and better than it ever has been done in the past.

Maintaining a customer and prospect database is basic and key to the success of any business. Why are we still writing about this? Because so many of you out there are still wishing you had one. It's time to take action. A simple way to get the data entered is to hire a student to work during their Spring Break. We would guess that five days of focused attention could result in the creation of a database that can be maintained by you and your regular employees.

Keep in mind that the next generation will be virtually paperless. It may be time to stretch even a little more and attempt to implement more digital workflow. Though we all have a natural resistance to change, it may be time to make a few changes in the way you do things!

Think about it

Do you have a contact management strategy? Software? Web-based?

Clip from: Goshow Architects

New York City: Meet  Nancy & Eric Goshow of Goshow Architects. A major part of their work comes out of the $60± billion in annual small business contracts set aside by the US federal government.   At least 23% of all federal contracts are mandated to go to small business, but you've got to be certified!  Priority is given to those with diversity and with women in leadership roles. This set-aside  doesn't stop there.

The federal and state governments look carefully at all the big business contracts and are more favorable when they see big business award 23% of their sub-contracts to small business. Now, the Goshow's field, architecture-and-design, is one small segment of these contracts and sub-contracts.

Virtually every very creative, small business can have a role in lowering the cost of government while improving services.

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Goshow Architects

Nancy Goshow, CEO and co-founder

36 West 25th Street
New York, NY 10010

Visit our web site:


Business Classification:

Year Founded: 1978

Stay in Touch

HATTIE: (In the Studio) Nancy's marketing idea to mail her customer and prospect list a lovely piece of art, worthy of posting, is perfect.

She gets her name in front of people with just the right look and feel. No company is too old or too established to need a marketing plan and it should be database oriented.

We all need to know the name, address, phone number, email address and buying habits of customers. Some business owners tell me they know the names of their customers' children, anniversaries and birthday dates and favorite foods.

To increase the prospect database at Goshow, everyone took a lead-generation seminar. That's a good idea for all of us.


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