Growth Isn’t Just About New Customers

Hi reader,

Sometimes we forget that growth doesn’t just come from getting new customers. It also comes from doing more with the customers you already have.

Your existing customers are your best asset. If you’re not consistently checking in with them, you’re doing yourself a disservice.

Today’s advice

Make it a habit to consistently check in with your customers. 

It’s easy to think of the sale as the finish line. You spent all that time trying to close the deal, and you finally did it. But for the customer, that’s often the beginning of the relationship, not the end.

Following up doesn’t need to be anything complicated. It can be a quick email, a week or two later, asking how things are going. Then maybe a periodic check-in to see if they need anything. Or even a note on their birthday or business anniversary. 

These are small gestures, but they add up. It shows people that you’re paying attention and that you value them beyond the transaction. And over time, that kind of attention builds trust, loyalty, and eventually, word-of-mouth. 

Why this matters

People will be more likely to buy from you again.

It might sound simple, but checking in regularly shows that you’re reliable, and that kind of consistency builds trust. And when people trust you, they’re far more likely to return, whether that means buying again, booking another service, or reaching out when they need help. 

Being remembered is what leads to repeat business. It’s that simple. You’re the one they’re more likely to call next time they need something.

A 2023 study found that when businesses improve customer retention by just 5%, their profits can increase by as much as 95%. That’s because getting someone new in the door is expensive. But keeping someone around? That’s where the margin is. 

It also leads to more referrals.

People trust recommendations from people they know. That’s been proven over and over again. So if someone has a good experience with your business, they’re way more likely to talk about you.

It’s not just about doing a good job or having a good product. What makes you memorable is the extra effort you put in after the work is done. That’s what turns a satisfied customer into someone who’s willing to vouch for you to others. 

At the end of the day, referrals don’t come from one-off transactions. They come from relationships. And relationships are built through regular, thoughtful communication.

Here’s how to start

Choose one customer to follow up with this week.

Think about someone you haven’t talked to in a while. Reach out and ask how things are going. Keep it simple. Just let them know you were thinking of them.

This is where having a good CRM makes a big difference. Log the follow-up, set a reminder to check in again later, and keep track of personal details. These little things make future conversations easier and more meaningful.

Don’t wait for a “reason” to follow up. Following up is the reason. The goal is to start building the habit, one small check-in at a time.

Best,

Jono