If they don't the advertising that Wendy's and Burger King will begin to take over your perception of where to go for your next hamburger. It means that it's really nice that some customers find you on their own or through word of mouth from other customers. But remember, you're loyal customers are constantly being exposed to your competitors advertising and their message. This is truly the kind of example where advertising is an investment not an expense. The last word on business building with existing customers Just so there is no mis-understanding I don't want you to totally ignore efforts to cultivate new customers.
Every business needs new blood on a regular basis.
But a loyal, solid customer base will keep your business afloat during the tough times. Also, don't forget the value of getting referrals from your existing customers. They are your best source of new customers but you must communicate with them to get those referrals. If you have employees, don't forget to impress on them the value of keeping customers happy and satisfied with your goods and services. Good customer service, good products, and good customer contact will keep the business strong and profitable.