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Don't Ignore the Easiest Place to Find Customers

Here's how to turn your current customers into your best customers.
Posted by John Arnold | April 22, 2011
URL: http://www.entrepreneur.com/blog/219525

This week I received a great marketing lesson in the form of a hand-written thank you card from my insurance agent. The card was thoughtful and sincere enough, but the timing could have been a lot better. The card was sent to beg me to come back in response to my decision to switch to another insurance provider.

At that point in our business relationship, the agent seemed willing to do almost anything to earn back my business. If only the agent had been willing to offer the same level of service in order to insure my continued patronage during my previous two years as a customer.

It can be easy for business owners to ignore their existing customers. After all, you've already won them, right? Not necessarily. Even current customers can become prospects again because the minute they complete a purchase, you'll want to lasso another. 

Of course, keeping up a constant stream of marketing communications can be daunting. But if the enticement of boosting sales isn't enough, it should be some comfort to know that getting shoppers to come back is almost always an easier -- and cheaper -- proposition. 

Here are some of the simplest and most cost-effective ways to engage with your current customers so they'll not only return but also refer your business.

What do you do to keep your current customers coming back? Leave a comment and let us know. 

John Arnold is president of Aveta Marketing, a marketing agency in Boulder, Colo.