- Attract more new customers (Reach)
- Increase the average sales amount (Average Check)
- Make your customers buy from you more often (Frequency)
- Hold on to your customers for life (Retention)
I believe small businesses focus to much of their efforts on issues that have nothing to do with these four strategies. It is very easy to act with knee jerk
activities to the issue dujour. The key is to do go through the proper planning process, and then choose the area that needs to be focused on. Today you may
decide to focus on new customers but a year from now you may need to change your focus. This is an ongoing process and your local sales area changes every day.
You will have to change with it or you will die.
Don’t get me wrong. Referrals are the best kind of customers. But if you spend the majority of your time and money trying to get them you may be neglecting a
whole slew of new customers that are waiting to buy from you.
In the same vein, if small business spends all its time marketing to new customers and ignoring existing customers, you may be missing out on a … Read the rest
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