Growing businesses must pay close attention to their business development plan, especially in a stumbling economy, because everyone still needs products and services. The key to coming out on top is paying close attention to your customers and best prospects and making them your top priority as part of any customer acquisition and retention program. Here’s how to go about it:

Bring them in the door. Innovation is the key to getting new customers. Never try to blend in; you want to stand out and be noticed. After all, it’s the edgy innovative things that make people start talking about you and your business. If, for example, you own a brick–and–mortar business, with drive–by customers, focus on curb appeal, signage, landscaping, and the front entrance. Don’t try to look like the guy next door.

Make sure your customers leave happy and can’t wait to return with friends. Your goal should be to turn satisfied customers into loyal customers. Loyal customers are far more focused on quality and service when deciding where to buy. They will also jump–start a grassroots marketing campaign by becoming mavens for your business. Essentially, loyal customers become a major part of your marketing and sales team — and you don’t have to pay them!

Know what business you’re in. In today’s fast–paced world, whether you own a towing company or a restaurant, every business owner should be in the business of marketing. After all, marketing brings customers in the door. Part of being a marketer is being innovative and testing new strategies, even if it leads to mistakes. Mistakes are necessary steps to success, and truly successful entrepreneurs learn from them. If you’re not learning something every day, you’re simply not paying attention. A good integrated marketing communication strategy encompasses a wide variety of approaches. Some are paid for and others simply involve the investment of time. Word of mouth, for example, is one of the most valuable and cost–effective forms of marketing. A good mention of your business from satisfied customers goes a long way toward sending you new customers. And when you convert those satisfied customers into loyal customers, it’s a guaranteed home run for your business.
— Denny Durbin, author of Lazy Enchiladas, Redefining Success

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