Next steps Improve your offering Capitalise on current customers Winning new business is essential, but you should also ask yourself whether you're getting the most out of your existing customer base. Remember, these are people who have already bought into you and your brand. Look for opportunities to sell them additional products or services. Also think about creating a customer loyalty programme - providing a clear and attractive incentive for them to spend even more money with you. 276 Position your brand You need to market yourself in the correct way to win new business. Position yourself as an expert in your field - this can be done through producing educational content (such as thought leadership pieces and op-eds in trade magazines) and social media. It's cost effective, and if done correctly, a great way to attract customers. The most important opinions are those of your customers. You should always look for feedback on all aspects of what you provide - what they like, what they'd like to see improved, and how they view you in relation to the rest of the market. Customer satisfaction surveys are easy to put together - you should look to do at least two of these a year. If you have some key accounts, make sure you have regular meetings and/ or calls to catch up - there's no substitute for personal interaction.