How To Keep The Customers You Already Have


Imagine your product. It’s immaculate, market-breaking, utterly appealing. Your customers are buying it in droves, and you just can’t keep up with the demand. Profits are jumping, hopping, and you’re doing great.

But here’s the question: what happens when everyone who’d like your product already has one? Say you’re operating in a small town or aren’t doing e-commerce fully yet. What’s your game plan when you have no more market to conquer?

But that seems unlikely, right? There’re so many people out there, no matter your niche industry.

But you have to expend energy and resources to get those people. You must make yourself obvious, so they come and buy from you. There’s a real cost to acquiring a customer. And if the product isn’t consumable, they won’t need a new one soon.

This can lead to a frenzy and a focus on finding new groups of people to even advertise to—especially if your brand is not known widely. You need new blood more than anything.

And we can talk about in other articles how you might do that—but right now we’re going to talk about how you keep a customer potentially longer.

The answer is obvious: offer more products. There’s a reason that restaurants have more than one thing on their menu, and even the smallest store tries to offer a few options. 

It’s not just about widening your initial appeal.

It’s about giving your customers something to return to, to want from you, and be curious about getting. 

So, let’s cover a few interesting ways to apply this mindset. 

The first is you can use a cost scaling method. Let’s talk about selling a wallet, for instance. You have your classic style, but you also offer fancier versions. This gives your customers something they can aspire to own, something they can think about trying when they splurge.

Or, even if you don’t want to offer a more expensive item, you can use humans’ natural tendency to want to try all options. If you offer, say, special and colorful shirts in three styles—especially if they all are unique—you might get someone to come back three times, or buy three items, just to see how all of them are. It’s essentially the same appeal as a collectible.

You can also use a rewards program. That way, even if your product doesn’t wear away soon, they’ll come back once they need it. It incentivizes customer loyalty. When that wallet breaks—because it will eventually—you’re more likely to have them buy the wallet again.

With these methods, you’re giving them an ecosystem of things they could enjoy. If they enjoy their first entry enough, they’ll likely become repeat customers. And repeat customers require a lot less direct effort. Once they’re in, they’re in, and you can give them reasons to stay awhile.