Seth Kahan on Leadership // Monday Morning Mojo
Growing Your Base
Expanding your customer base depends on five factors:
1.    Current customer satisfaction
2.    Desire for your offering
3.    Your reputation as a provider
4.    A value proposition you can deliver
5.    Effective outreach

Any one of these factors can significantly limit or enhance the development of new customers. Together they create synergies that enhance each other’s capacity to grow your base.

Current customer satisfaction describes how content today’s customers are with you. The higher their satisfaction, the easier you’ll find it to build the base. Satisfied customers become evangelists, provide positive reviews, and refer people to your business.

Desire for your offering is an indicator of the potential pull for your products and services; it tells you how much the market wants what you have and therefore how likely it is to embrace your offering.

Your reputation as a provider contributes significantly to the trust the market puts in your ability, which in turn accelerates acceptance.

A value proposition you can deliver is a must. If the other factors are in your favor, customers will give you a try and then it’s up to you to provide the goods. This is what makes your offering credible.

Effective outreach means that you are getting the attention of the people who matter; i.e., you are in front of your target audience delivering messages they want to hear in media they prefer.

Bring these five factors together and you have the makings of a solid growth effort.

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Getting Innovation book linkIn 2013 my next book, Getting Innovation Right: How Leaders Create Inflection Points that Drive Success in the Marketplace, will be released. 

If you book conferences, contact me for a special deal in 2013 - I will be offering copies of the book for your audience. All arrangements to take place through my representative, Tom Neilssen, at BrightSightGroup.com.
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Come and visit me on my new Facebook page where in the last 2 1/2 weeks I have attracted 6,000+ followers: facebook.com/GettingInnovationRight
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