One of the most common mistakes I see many businesses fall prey to, and especially small businesses, is focusing too much on getting in new customers/clients and not enough on nurturing the customers they already have. I think most businesspeople are widely familiar with data that indicates that existing customers represent more value in terms of repeat business, at less investment of time and money, than seeking new clients/customers. Yet far too many small businesses, perhaps because they’re worried about keeping the customer pipeline full, neglect the customers they already have.Savvy small businesses can take steps to nurture those new customer relationships by being proactive and process-oriented in their approach. For instance:
The 3 C’s of Marketing (company, customers and competitors) is a popular model used to help businesses and marketers develop marketing strategies by encouraging them to think about their customers and what they value, what they have to offer that address what customers value/need, and what others (competitors) are offering. It’s a model that also aligns very well with another three-pronged marketing approach: segmenting, targeting, and positioning.
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