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maintain customer base

Word to the Wise: Focus on Your Current Customers

jennifer cox

Jennifer Cox is one of the founders and serves as president of the National Network of Embroidery Professionals (NNEP), an organization that supports embroidery and apparel decoration professionals with programs and services designed to increase profitability and production.

It is tempting to chase new business. We always hear that to build a business, you must attract new customers. Is it worth the effort to attract new customers if you have a tough time keeping the customers you already have?

Your current customer base needs tending to maintain it. Make sure to check-in with your customers at least once per quarter by phone or email. Don’t make this conversation about “buy my stuff,” either. Instead, make the conversation about how they are doing and how their business is doing.

If they mention a situation that you could help them with by way of some branded apparel and products, let them know you have a few ideas that might be of interest to them. Set a time to get together soon. Some of our biggest customers became so because we were not always in the sales-y “buy my stuff” mode with them.