Have you ever had this experience: You see an ad or offer for some amazing deal for a company of which you’re a longtime customer—something big, like “50 percent off a year’s membership.” Wow, you want to take advantage of that! But you can’t because there’s only one catch: The offer is for new customers only. “Hmph,” you think. “What am I, chopped liver?”
Many small businesses make the mistake of ignoring their biggest source of income: recurring customers.