Guide

Retain and grow your customer base

Diversify your customer base to increase sales

Understanding who your most valuable customers are helps focus your efforts to increase sales, but diversification is also important. Even if you have many customers, it's risky if they are too similar and could be affected by a similar change in business or the market. For example, if your three largest customers are based in the US, an unfavourable change in the exchange rate could see them all drastically reduce their orders.

There are many ways you can diversify and grow your customer base - for example: