Why go out and generate leads the hard way? Sometimes you have to, but start with the easiest ways first. Generate leads within your existing customer base.


What’s the easiest business you will ever get?

Why is it that most business owners and salespeople don’t answer this question correctly? The easiest business you will ever get is more business from your existing customers. With one caveat – I’m assuming they are satisfied!

I have said it before, there could be a goldmine waiting for you. Whenever someone tells me they want to increase sales I always start with understanding the business they currently have. There are several ways to get more business from satisfied customers:

  1. Sell them more of what they are already buying.
  2. Sell them items they are not currently buying.
  3. Develop new items to sell them.
  4. Get referrals from them.

Why go out and generate leads the hard way? Sometimes you have to, but start with the easiest ways first. Generate leads within your existing customer base.

Maybe you have satisfied customers who haven’t purchased anything for a while or they don’t know about your new products and services. Many companies spend lots of time marketing to prospects and don’t spend any time marketing to their customers.

Make sure your customers hear from you frequently with good, useful content and information about new products. Send them mail, email, and interact with them on social media. Call them and visit them on a regular basis. Thank them! Go above and beyond to give them extraordinary customer service.

What’s the difference between a satisfied customer and a loyal customer?

A satisfied customer got what they paid for and might buy again. But they have short attention spans and if they can get the same thing somewhere else cheaper they probably will.

A loyal customer loves you. They wouldn’t think of going elsewhere even if the price was a bit cheaper. They rave about you to their friends and they give you unsolicited testimonials. They are a walking advertisement for you.

Which do you want?

If you need to generate more leads, start digging around in your own customer base. See what you find.
Then figure out what you need to do in order to:

  1. Make sure all your customers are satisfied and
  2. Turn your satisfied customers into loyal customers so that they continue to buy and send you lots of referrals.

About the author

Alice Heiman

Alice Heiman

Alice developed her expertise in sales while at Miller Heiman, Inc before striking out…

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