What's a Customer Base and Why Build It?

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This is how you make sales without selling. Well, at first you sell, and when I say "sell" I mean you go after people, present your product and close the sale. But you can't live like that the rest of your life. You have to put a limit to selling like that.

In business, the real goal is to reach the point where you make sales without selling anymore. Well, you still "sell" (because profits only come when products move) but you do it passively. Aggressive selling never impressed me one bit. Sure, it works, but you'll have to keep at it till your last dying breath. I don't like businesses like that.

So, what you do is build a strong customer base. While selling to all in the beginning, you also scout for those who really need your product, those who can't live life well without it. Look for such people. Most of your customers will be one-time buyers---or probably two or three-time buyers. That's okay. But don't be content with them. Look for avid customers.

If you sell popcorn, for instance, you'd notice there are people just dying to eat popcorn all day---whether they're watching a movie or not. I've seen folks who just buy all the Star Bucks mugs they see around. I mean, they're just mad about them and I can't explain why. If you have a factory that produces 1,000 Star Bucks mugs a day, they'd probably look for ways to find money to buy all your 1,000 Star Bucks mugs.

There are people born that way so some businesses will thrive. Funny, isn't it? But it's true.

So you collect customers like that and TREAT THEM WELL. This works in offline, online and network marketing businesses. I've proven it. Treat them as family. Make them as comfortable and pleased as possible. Well, as a rule, be kind to all customers because you never know who among them can be in your customer base list. Some people will keep on criticizing your product or outlet and yet make it to your customer base.

Now, once you get your customer base---even if you just get 50 of them initially---it will mean the start of huge profits for you. if you make P20 pesos per unit you sell and these 50 buy them daily, you make P1,000 a day! And what if you develop new relevant products for them? They buy the usual item plus the new item. So,that doubles your earnings for the day---P2,000 a day!

If you build a strong customer base, you won't have to sell anymore. They'd come to you and buy. All you have to do is update them about your products. And their number would increase through word of mouth---they'd recommend you to their friends, not realizing they work for you as they also patronize your product. A stable and strongly built customer base of 500 patrons can make you rich. Imagine 500 customers trooping to your bakery daily to buy bread.

So, a customer base is your loyal and faithful patrons. You get them with your strong PR skills (PR skill is simply how you combine tact, kindness and acumen with business). Soon, if you enjoy practicing PR, you'd make lots of money just meeting and talking and laughing with friends who drop by to visit your in  your shop on a regular basis.

So, you eliminate the need to sell. It pays to be naturally and habitually kind to customers.