I see this all the time, a business racks up customer and after customer, year after year. They collect names, addresses, email addresses, telephone numbers, etc. And never once write, call, solicit, or offer the customer the opportunity to return. They take each and every customer they have for granted.

And they spend a figurative ton of money soliciting more new customers, building a revenue plan around continual new customer attraction and acquisition, only to ignore them too and repeat the cycle.

The easiest sale you ever make is to an existing customer - upgrade, add-on, cross sell, affiliate, referral, etc. The people you already have met, built trust, and serve are a goldmine for any business. Reward them, keep in contact, and continually show appreciation...three keys to building your business.