Have you ever gotten a coupon to your favorite store? We all have. There’s a good reason for that. Those companies know that their existing customers are the best – and most profitable – customers they’ll ever have. So it’s not surprising that they work hard to keep these customers happy and coming back again and again.

The same concept holds true for your business. While you don’t want to ignore potential customers, you’ll find that when you pay a little more attention to the customers you already have, it will really pay off – in increased sales and profits for your business. The following 8 practical strategies will get you started.

1 – Understand your customers

Put yourself in your customers’ shoes. Start listening to your customers and asking questions, and you’ll learn a lot – fast.

2 – Make their first contact with your company a fabulous experience

Connect with the customer on a personal level. Empathize with them. If they are calling with a problem, find a solution as quickly and efficiently as possible. And be courteous and respectful.

3 – Be professional in everything you do

Treat your customers in a businesslike manner. Be meticulous about meeting deadlines and keeping appointments. Always provide the materials or information you promised – complete, and on time. And remember to thank your customers.

4 – Ask for another sale

When liquid shampoo first came out, it gave consumers a convenient and easy way to wash their hair. “Lather and rinse,” the label said. But shampoo sales really took off when just one word was added. Your shampoo bottle now says, “Lather, rinse, and repeat if desired.” Repeat sales can revolutionize your business, too. Be bold. Ask satisfied customers to refer their colleagues. Ask them what other needs they have. The key here is to ask for the sale.

5 – Upgrade your customers

Another way to increase your income is to upgrade your customers to a more profitable product (“deluxe” shampoo for color treated hair, for example). It’s really pretty easy, once you get the hang of it. If you sell a product that has add-on modules, see which module they would purchase next and how they would use it.

6 – Cross-sell your customers

Cross-selling is simply selling your customers something different from – but related to – what they’re already buying. Think back to the shampoo example. Wouldn’t it be relatively easy to cross-sell hair conditioner to someone who already uses shampoo? A fruit and vegetable vendor might be able to sell his customers a bouquet of fresh flowers. Now take a look at your own business and see what related products you might sell your current customers.

7 – Let your customers get to know your company and your products

It makes good business sense to find ways to share your products and processes with current customers. You might invite them to an informal demo – it can be online. Give them a free trial period of a new product or process – with support. Educate them as to what else you do or sell and how it works through informational e-mails, blogs, white papers, and case studies.

8 – Build strong, ongoing relationships with your customers

Find connections with the people who are your customers – not just their businesses. Learn who they are and why they do what they do. Get to know likes and dislikes, hobbies, family members and their activities. Give them a feeling of being known and understood by asking about those things or referencing them in e-mails or building a campaign around a hobby many of your customers share.