Network. Generate good old-fashioned word-of-mouth by participating in networking organizations and events relevant to your industry and your customers. Be sure to approach networking with the attitude, “How can I help others?” rather than “What’s in it for me?” By thinking about how you be of service, you’ll build relationships that lead to new customers.
Offer discounts and incentives for new customers only. Introductory offers, such as a two-week course at your karate studio for $100, can lure curious customers in your door by providing a low-risk way to try your products or services. Track which customers redeem the special offer, then target them with marketing message encouraging and enticing them to keep buying from you.
Re-contact old customers. Everything old can be new again—including old customers who haven’t done business with you in a while. Go through your customer contacts on a regular basis and, after six months or a year without an interaction or purchase, reach out to dormant customers with a special offer via email, direct mail or phone. They’ll be glad you remembered them and want to win them back.