More Revenue, Same Customers?

Before you launch a pricey marketing campaign to acquire new customers, take a close look at your existing base and see how they can help you grow—for free.

- Adam Bornstein

Q What’s the best way to ignite stalled revenue, especially if you have a limited marketing budget? —MIKE, COLORADO

MIKE, I THINK a little dating advice might be what you need. Many years ago, after my wedding, one of my single friends jokingly asked, “How many women do you have to date before you find your wife?”

I responded by saying, “It’s not about how many girls you date; it’s about how many dates you have with the girl.”

Obviously, marriage is something you build to over time with one person. But I like to think of business (and revenue) in much the same way. If someone likes your business or product, your only reaction shouldn’t be Let’s find another customer. Instead, ask yourself, How do we do this again with the same customer?