You Want To Grow Your Customer Base.
Where Should You Start?

RideWay allows a Windows 95/NT workstation to share its Internet connection with other network workstations. Without changing the Microsoft dial-up networking settings, modems, cable modems, and ISDN cards become available for shared, concurrent access.

Other LAN users access different websites, newsgroups, and email POP3 accounts all at the same time via one Internet connection, using only one account at the Internet Service Provider.

RideWay: The Future of Internet Networking

You Want To Grow Your Customer Base. Where Should You Start?
The short answer is…with your current customers.

Most businesses sell to, or do business with, a core group of customers or clients. They are a steady source of your business. What makes your business attractive to them should make you attractive to similar prospects with comparable traits or characteristics.

Targeting like clients also makes strategic and economic sense. If you are already meeting the needs of your current clients, you are positioned to meet the needs of similar clients and won’t have to restructure or refocus your business.

The search for new clients can begin by reviewing all your current customers and finding a recurring pattern. The pattern could include one or more of the following common elements, or any other similarities you may find that are pertinent to your business:

• Industry type
• Geographical location
• Size of business in sales, employees, etc.
• Their clients

Once you determine the common characteristics that are relevant to your business, you have formed a pretty good picture of your typical client. The next step is to find more clients with these types of similarities.

But Where Should You Look?
Again, the answer depends upon your needs, but here are a few easy suggestions:

• Chambers of Commerce mixers. These are particularly useful if a business’ geographical location is an important factor.
• The Yellow Pages or other phone directories are good sources for new names. These are useful when geographical location and business types are important. Plus, you can get phone directories for whatever cities you want to target.
• Associations that serve your targeted industries. You can join the associations or attend some of their meetings to network directly with their memberships. Or contact the associations and see if they sell listings of their memberships.
• Trade shows and industry shows that serve your targeted industries. This is a networking opportunity for you. You can attend and meet potential customers, or you can sponsor your own booth and sell or market directly to the shows’ visitors.
• Contact a lists broker and acquire lists that meet all your criteria.

Once You Have the Names of New Prospects, It’s Time to Market to Them

Again, if you are uncertain about what type of marketing will be effective, look to your existing customers. Chances are, the same marketing that attracted them to your business will work just as well with your new prospects. It’s also an easy, familiar place to start.