Existing sales customers are a great source of revenue. However, many sales reps and organizations are losing out on revenue potential from existing customers. Why?

Most are laser-focused on finding new business and new sales, even though there are potentially easier sales right in front of them. Existing customers already have a relationship with you, they have bought from you in the past, and you have a good idea of their needs.

“In sales, chasing down new leads and hunting for new business is the most obvious way to boost sales. But it’s not necessarily the smartest approach for winning more sales,” says Marc Wayshak on Entrepreneur.

“In fact, most salespeople can get so caught up in looking for new customers that they totally ignore their greatest asset — their existing clients. Sometimes, the single best way to make more sales is to leverage your relationships with people you’ve already done business with,” he adds.

Here are some of the most effective ways for sales recruiters to sell to existing sales customers:

1. Stay in touch

Staying in touch with your customers is one of the easiest ways to generate more business. Being top of mind when your customer is ready to make a purchase makes you the obvious choice. Staying in touch also helps you build your relationship with customers.

2. Ask for referrals

Your current customers are also a great source of leads and referrals. By asking for referrals, it can open up the conversation about your customers’ needs for additional services.

3. Personalized service

Personalization matters. Your customers want to feel important, and you can do this by personalizing your interactions with them. Simple things like sending them a birthday card and thank you notes can go a long way to generating additional revenue from a customer.

4. Request feedback from existing sales customers

Asking for feedback is a great way to identify ways you can provide better service. Implementing better service can lead to additional sales from existing customers.

5. Reward loyal customers and repeat business

Rewarding loyal customers is important. This can be accomplished in a number of ways. Rewards cards and loyalty and volume discounts are common and effective ways to keep your customers coming back.

More Sales Strategy Tips from Sales Recruiters

Sales Strategy: 7 Things EVERY Sales Customer Wants

Who Says All Habits Are Bad? 5 Sales Habits of Top Salespeople

The 7 Most Persuasive Words Salespeople Should Use

SalesForce Search is a sales recruiting company which specializes in the recruitment and placement of sales professionals. We recruit salespeople in every sector of the economy including, software, manufacturing, financial services and medical devices. Find the right salesperson for your organization, start your search here.