Sometimes, in the ever-consuming quest for new customers and more profits, the constant in our business is overlooked.  The constant, in this case, being repeat, loyal customers.  While expanding business is important, current business is what is paying the bills.  Do not neglect the customers that are paying you for services right now.  Never underestimate the importance of the business at hand while looking at, or striving for, the bigger picture.

My grandfather owned several bakeries and relied on the “nickel donut”, not the “wedding cake”.  The people who came for a wedding cake were, generally, one-time customers.  Yes, a big chunk of money for the cake, but a one-time big chunk.  The customers who came in every morning for a nickel donut were the customers that kept the business running and allowed my grandfather a more than comfortable lifestyle. 

Appreciate the people who are patronizing right now while you continue to expand your client base.  Keeping these customers happy will lead to word-of-mouth referrals which are, generally, the most effective referrals.  Always keep expanding, but not by forgetting what, or who, has brought you to this point.  It’s the “nickel donut” that keeps you in the black.