Finding new customers is a pressing need for any business, but it is especially so for a new business. Think of all the sources to find new customers and use all the methods and tools you have available to go after them. Some customers will only be casual shoppers, and others will become loyal regulars; you need both to survive and keep your cash flowing in the early stages. Even the best and largest businesses lose customers who move, change jobs, change interests, and so on. You will need to replace customers regularly and add more so your business will grow and survive.
Your expenses will continue to increase, so you must keep increasing sales to stay ahead and prosper. Getting new customers is absolutely essential for any startup business to survive. Make it your top priority every day by finding and testing new marketing ideas. Never feel confident that because business is good today, you don’t need to attract more customers. This mistake could cost you dearly when there are quick economic changes that you didn’t foresee.
Without a constant flow of business from new customers, a company can quickly come to a standstill or, worse, show negative growth. There are always new people you can sell to, but you need to pursue them. Have an ongoing marketing program to attract new buyers and be on a constant search for new target markets.
Keep testing until you find areas to which you are not currently selling. The following chapters in this book will provide many ideas you can use for marketing and sales.