Harness Your Frequent Customers . One rule in marketing is that it is much more expensive to attract new customers than to retain old ones. Make every effort to keep your existing customer base come back to you. Make your regular customers feel special and you can be sure that they will continue to come back to you. Use the Web.
Electronic commerce is the leveler between great and small.
A well defined and effective website does not depend on large investment or back office infrastructure. A business, no matter how small, can project itself to be a big company on the Internet with a cleverly executed web site. Even the largest companies including Wal-Mart are faltering in the arena of web commerce, probably due to lack of vision, poor execution or competing information requirements. As the giant stumbles, the Web creates the opportunity for leaner and more flexible competitors. Small businesses, in order to survive, need to be nimble.