Marketing Strategy for Small- to Medium-Sized Manufacturers

Finding New Customers by Using Data on Existing Customers

Standard Industrial Classification (SIC) and North American Industrial Classification System (NAICS) are federal designations for classifying all goods and services produced in the economy, both public and private. Every business must list its SIC/NAICS code for income tax reporting (some have more than one code where multiple products and services are involved) and therefore can be identified by searching commercially available marketing databases that list millions of companies specifically for marketing and prospecting purposes. An SMM that wants to find more customers can simply search one of these databases for SIC or NAICS codes matching that of its best customer to find the number ...