Notice I didn’t say new customers. Or prospects. Closed business – people that actually pay you money for your products or services – should have the biggest impact on your go-forward marketing. However, there are lots of caveats to this.
When you are early in your business, before your business model finally gels, any customer that pays you is a good customer. This is one of the most treacherous times and one of the best times to let your closed customers influence your marketing strategy. But, and it’s a big but, you have to be careful in the questions you ask and the way that you listen to the answers.