However, such a strategy overlooks lucrative profits available through additional sales to existing customers. The best customer is one that already trusts you, and is satisfied with previous dealings with your company. Since people prefer to do business with those they know and trust, additional sales to existing customers meet with less sales resistance. You've invested precious resources to acquire your customers, and likely had to overcome a bit of initial distrust when they first bought from your company. If you keep delivering them solid value through related offers, and keep them satisfied through good customer service, many will be glad to buy from you again and again.
Diversity reduces marketing and fulfillment costs.
Per-item marketing expenses are reduced as each new product or service is added to your line, because each shares the marketing costs with all the others. Processing an order for multiple items involves nearly the same amount of labor costs as a single-item order. Diversity reduces business risk. You won't be totally dependent on a single income stream. All too often, entrepreneurs that recognize the value of diversity tend to promote a disconnected mixture of totally unrelated goods.