The core customers of many small businesses are often neglected in the rush to get new customers who may not know that we previously existed. This is not the best way to run a company of any size, and points to a lack of wisdom from those who may not know any better. This article will show 3 ways that your current customers can mean more to you than a new client.

1. Offer your current customers a discount. If you want to show your core customers that you value their business, send them an email which lets them know that they are being offered a 20 percent discount on all items that you sell. This will accomplish a number of things. You will show your current customers that you value their business relationship because you are giving them something of value rather than just taking their money. There are not many people that I know who dislike discounts. Also, this will give you a chance to obtain their email addresses so that you can market to them with additional offers in the future. A good business owner focuses on both long and short term goals, and this method will help you to do both.

2. Give your core customers 20 percent off any purchase when they refer a new customer to your business. Since people tend to take the advice of their friends very seriously, it is smart to put your customers to work for your business. Though they are not employees, they are able to refer their friends, family members, and associates to your company. Giving them a reason to refer people to you will greatly enhance the possibility of obtaining new customers. The best part about referrals from your core customers is that they are free. You do not have to send out any extra marketing materials, direct mail campaigns, or spend extra money on an expensive online marketing campaign to get these new customers.

3. Have events at your location to promote your new products. If you are launching a new product, having a holiday sale, or just want to show your appreciation for your present clients, consider having an event at your physical location that will encourage your customers. You can let them know that they can come to the event at no charge if they simply bring someone with them who has never been to your business in the past. This will bring a whole new set of new clients to the place where you conduct your business affairs. The only cost that is spent on this kind of activity is for wine and cheese that you will give to your current and new customers at no cost. Remember to make the event excellent so that everyone who attends will also want to tell their circle of friends what a gracious and incredible business owner you are to your customers.

We all know that many dollars are spent over the years on marketing to new customers, let not forget all of the revenue that core customers have brought into many companies over the years. Current clients should be offered discounts, invited to times of appreciation, and given incentives when they bring us business referrals. This will help to ensure that these core customers are forever at the core of our business success.