Building a strong customer base is essential for business success. It requires understanding customers, their needs and motivations. Companies must focus on both retaining existing clients through excellent service while also seeking new customers. Loyal customers will refer the business to others. To build a customer base, a business must first understand who their target customers are and where to find them. They can then manage customer relationships more effectively to boost sales and acquire new clients. In tough economic times, it is particularly important to focus on keeping existing customers and expanding sales with current clients rather than expending large efforts to develop new business.

1. Importance of building customer- Position yourself and your
strategies to build your client base.
There are several approaches to business development. Understand them and then choose one that
plays to your strengths and those of your company.
A reasonable claim from Simon Sinek, renowned author of ‘Start With Why’ is that “If you don’t
understand people, you don’t understand business”,
Sinek explains that companies like Apple have been able to build a fanatical following because they
understood that business is done through people, People who are looking for connection and meaning.
As a Sales person, you should always be on the hunt for new customers and seeking methods to bring
them to your door. If you are not consistently looking for opportunities to build your customer base,
your business could fall off of the growth track.
Looking after existing clients with generating new sales leads is an ongoing activity for us. Save time and
the additional work of finding new clients by combining these activities. Promote client loyalty by
providing valuable services and useful information for your current client base in creative ways. Happy
clients are more likely to share their satisfaction with friends, family members and co-workers and
provide new sales referrals.
A dependable customer base is the foundation for every successful business. Customers provide you
with revenue, give you feedback that improves your offer and tell other people about your business and
what you sell.
But this doesn’t happen by accident. Building a customer base takes time and effort — above all, it
means paying attention to who your customers are and understanding what motivates them to buy
from you.
The first step to building your customer base, knows who your customers are and where you can find
them. Armed with this information, you can manage your customer relationships more effectively to
increase sales to existing customers and to acquire fresh customers.
In a challenging economic climate, you may be finding that prospective customers are strongly focused
on downsizing and cost cutting rather than on expanding their business or acquiring the latest new
product features. Companies that may have been in growth mode last year are putting projects on hold,
reducing capital budgets, and paying renewed attention to cash management.
In the face of retrenchment, it is increasingly costly and time consuming to develop new business. Now,
more than ever, it makes sense to keep your existing customers close and invest in expanding business
with companies that are already buying from you. Reassess your relationship with each of your major
accounts and determine how likely they are to consider changing suppliers in the near future and
develop strategies to shore up your defenses and reduce the risk of losing customers to predatory
competitors.