You're making it right now.
Every day you don't fix this, you lose money. Real money.
I see it everywhere. Smart people running good businesses. Making one simple mistake that costs them thousands.
Want to know what it is?
The Mistake
You're obsessed with new customers.
Every marketing dollar goes to getting new people in the door. Every strategy focuses on fresh leads. Every conversation is about growing your audience.
Meanwhile, your existing customers sit there. Ignored. Forgotten.
That's the mistake.
Why This Hurts So Much
Here's what most people don't understand:
Getting a new customer costs 5 times more than selling to an existing one.
Think about it. You already did the hard work. You found them. Convinced them. They bought from you. They trust you.
But then what? You move on to the next stranger.
It's like planting a garden, harvesting one tomato, then abandoning it to plant somewhere else.
Real Numbers
Let me show you what this looks like in dollars.
Sarah runs a coaching business. She has 200 past clients. Each one paid her $500.
Sarah spends $2,000 every month on Facebook ads to get new clients. Gets maybe 3 new people.
But what about those 200 people who already bought?
I helped Sarah send one simple email to them. Just one.
"How's everything going? I have something new that might help."
42 people replied. 18 bought her new $300 program.
That's $5,400. From one email. To people she already knew.
No ads. No cold calling. No chasing strangers.
The Simple Truth
Your best customers want to buy more from you.
They liked what you sold them before. They trust you. They know you deliver.
But they need to hear from you first.
Most business owners think this is pushy. It's not.
It's helpful.
Your customers have new problems. New goals. New challenges.
You probably have solutions for those too. But if you never ask, they'll never know.
What To Do Instead
Stop chasing strangers for a week. Focus on the people who already bought.
Make a list of your last 50 customers. When did you last talk to them? Really talk to them. Not a newsletter. A real conversation.
Send a simple message. "How's it going with [what they bought]? Any challenges I can help with?"
Listen to their replies. They'll tell you exactly what they need next.
Make them an offer. Something that solves their new problem.
Do this before you spend another dollar on ads.
The Easy Money
Tom owns a landscaping company. He's always hunting for new customers. Knocking on doors. Buying leads.
I asked him: "What about the people whose lawns you already did?"
"What about them?"
"When's the last time you called them?"
Silence.
Tom had 400 past customers. He never called any of them.
We changed that.
Tom started calling 5 past customers every day. Simple message: "How's your lawn looking? Need anything?"
First week: 3 new jobs. $2,400.
Second week: 7 new jobs. $4,200.
Third week: 12 new jobs. $6,800.
Same guy. Same skills. Different focus.
Your Customers Are Waiting
Right now, your past customers are dealing with new problems.
Some are ready to buy more from you. They're just waiting for you to ask.
Others have friends who need what you sell. They'd gladly refer you. If you reminded them.
The money is sitting there. You just have to pick it up.
Start Today
Don't overcomplicate this.
Pick 10 people who bought from you in the last year.
Send them a message. Keep it simple:
"Hi [Name], how's everything going with [what they bought]? Hope it's working well for you. Let me know if you need any help."
Send it today.
See what happens.
I promise you'll be surprised.
The Bottom Line
New customers are great. But they're expensive and hard to find.
Your existing customers are right there. They already trust you. They already bought from you.
Stop ignoring the easiest money you'll ever make.
Your bank account will thank you.