Do you want to increase sales, boost profits, and grow your business as fast as possible? If you’re a business owner, of course you do! And there’s one place you should always start, although it’s often the last place businesses look…
Your current customers.
Remember, these are people who already know, like, and trust you. And since they’ve done business with you in the past, you’ve both already cleared the biggest hurdles in the sales process. They believe in what you do, they’ve seen the value you provide, and they’ve chosen you once before. So, why not help them choose you again?
Yet, time and time again, I see business owners pour all their energy into chasing the shiny new object: untapped leads. And while new customers are important, the truth is that the fastest way to increase your bottom line is to look inward, not outward.
Your existing customers are the people you know best. You’ve already built a relationship with them—so nurture it. Serve them better, help them more, and ultimately, sell them more by offering products they want.
Ready to boost your bottom line? Follow these two very simple steps:
1. Identify Their Next Big Problem
The best way to generate more revenue from your current customers? It’s to offer a new product or service. But here’s where so many business owners get stuck—they don’t know what they’re supposed to offer.
They overthink it, start guessing, or, worse yet, rip off a competitor. But guessing or copying isn’t how you win. The real key is far simpler and much more effective: ask your customers what they need.
Here’s the exact line of questioning I’ve used for years:
- “What problems are you having that people in my industry aren’t helping you solve?”
- “If I had a solution for that, would you be interested?”
- “How much would you spend to eliminate this problem?”
2. Gather Their Answers (Hint: They’re All the Same)
Over the past several years, I’ve asked these questions to hundreds of business owners, and I’ve noticed something interesting—their answers are very consistent.
What I’ve observed in my CPA business is that almost all of my clients want to achieve one (or all) of the following:
- Pay less money in taxes each year.
- Get better, more actionable information to run their businesses.
- Generate more leads and make more sales.
- Grow without burning out or drowning in work.
Sound familiar?
Even if you’re in a completely different line of work, these are common problems across the board.
And the best part? People are willing pay you to solve them.
When I finally realized this, I started doing the one thing that seemingly no one else was doing: I started to build products and services that directly addressed those exact problems they had voiced.
And guess what? My clients bought them—not because I’m a marketing genius or product wizard, but because I asked what they needed and then delivered.
People Want to Be Heard
Above all, your customers want to be acknowledged, and taking the time to listen and respond with actual solutions helps you build rapport, loyalty, and trust.
It’s not just about the product. It’s also about the relationship.
Better yet, when you develop new offerings based on your customers’ real-world needs, you’re no longer stuck trying to “sell” in the traditional sense. You’re not even pushing—they’re pulling. You’re just answering the call.
What’s more? Marketing suddenly becomes that much easier. You know your audience intimately, the things they care about, and the kind of language they use. Why? Well, because they told you!
You don’t need another fancy marketing campaign or a giant product development budget. You just need to be genuinely curious about your customers and willing to ask them what they want.
Now, I’ve got a little homework for you. Ready?
Set up a few conversations. Send an email. Call your top five clients and ask them what they’re struggling with. Take notes, listen closely, and patterns will start to emerge.
Then, work toward solving the problem, packaging the solution, and offering it to the people who need it most first—your current customers.
It’s simple. It’s smart. And it works.