Most businesses do not realize their best customers are the ones they already have. They advertise to the masses and are constantly in search of new customers. I learned this concept from a great analogy (for the life of me, I cannot remember where it came from or who said it. If you know please tell me so I can give proper credit). To further your understanding, picture your business as a bucket. To keep your business running, you have to put customers into your bucket. The problem is that the bucket has holes in the bottom where customers fall out. So in order to keep the bucket full and running smoothly, most businesses have to constantly advertise to “the masses,” and put new people into their bucket. Why not just figure out a way to plug up the holes in the bottom of your bucket? Find ways to keep the customers you have. If you properly maintain your customers, they will stay in your bucket and continue to buy from you.
You would be surprised how many companies out there DON’T respect or believe in their current customer base. It makes no sense and they don’t even realize how they are hurting themselves in the process. It is so much more expensive to get a new client vs. selling to an old one. Treat your customers right… plug up the holes in your bucket. Work smarter… Not harder.
