We always want a continuous flow of new customers, don't we? If you answered no to this question, then think again. Even if our production lines are full and we don't need more customers right now, we all know the day will come, sooner rather than later, when we will be happy for those new names on our customer list. But most companies are unsure about how to add those new names. Usually the sales force is charted with the task. But finding new customers can't happen with just the efforts of even the best sales force.

In the last few years there have been six secrets that I have identified as being the cornerstones to finding new customers. I have discovered these secrets the hard way, and they now all seem basic and obvious. If you know these secrets, make sure you are actually using them to find new customers. If these are new ideas to you, mold them to your business style and let them bring you the new customers you desire.

Ambassadors are those individuals that represent your company. Pay close attention to what is happening with these individuals. Depending on their behavior, they will bring you new customers, lose you customers, or worse yet, maintain the status quo. Keeping things status quo leads you to think that there must be other reasons that the new customer list is not growing. The blame is often placed with not having the right products, or prices that are too high. However, in reality, you may have an ambassador that practices negative company talk with those he or she encounters, or who has behavior or personality quirks that become a turn-off to potential new customers. You want ambassadors that love their jobs, love their company and love meeting new people. If you are not 100% sure about your ambassadors, spend at least one full week with them in their day-to-day routine. Most individuals' normal behavior will surface after a few days and you will get to see the true color of your ambassadors.

Think of your existing customers as an investment, like a block of precious gold. In finding new customers, that is what they become. I encourage my clients to treat their customers as if they are always on a first date with them. With this mindset, my clients go for the gold with their customers by always remembering to say thank you, practicing respect in all business interactions, and paying great attention to never offend.

If customers are treated like gold, they will shine for you in the marketplace with rave reviews about your company. They become as valuable as your sales force in telling others about why they should shop with you for their needs. They will bring you new customers and hence, grow your business for you.

People are curious naturally. They don't particularly like change, but they still possess the desire to see what has changed. I am always amazed at how people will give themselves a neck cramp trying to see what happened in a roadside accident. Are they anxious to see people hurt? No, they are just curious.

Finding ways to play on people's curiosity can bring you new customers. Find ways to promote new or existing products and services by tantalizing the curious side of your potential new customers. Trade shows, conferences or other such events are a perfect place to engage someone's curiosity. For example, a company representative dressed in a clown suit, explaining that their printing press is so easy a youngster could run it, would cause people to stop and take a look. Once you get a potential customer's attention, then begin to make him or her a customer by sharing all the benefits you have to offer. In fact, those potential customers will come to you wanting to know more.

Two things will always attract people to a company. The first is the illusion of success, either current or promised. The second is enthusiasm. People want to be a part of a successful team and deal with successful companies. They also love to deal with individuals that are always upbeat and on the ball.

Make all your company correspondence reflect your successes. Play on all successes internally, small and large. Have at least one upbeat, enthusiastic person in all areas (such as in sales, marketing and customer service) that would interact with potential new customers. Then stand back and watch as success and enthusiasm act like magnets to draw new customers to your doors.

Wouldn't it be great to have people ask to be your customers? The starting point to making this happen is with the first impression you present to them. This first impression effort must start with the top managers and flow down to all employees.

If you are about quality, then make sure your correspondence, conversations and services reflect a good first impression of quality. If you are about on-time delivery, make sure all of your employees return all phone calls in a prompt manner and are on time for meetings with potential customers. This may require training, because first impressions don't just happen. But be assured that good first impressions tend to make people hungry to be your customers.

This statement is so basic to doing business that you would think it could not be a secret. However, according to customers this simple concept is often missed. I think one of the reasons this is missed is because companies refuse to change or bend except where they deem it is necessary. This makes the concept of giving people what they want harder than it needs to be.

We often assume that the only things customers want are low prices or on time delivery. Yes, they want these—but they may also want things like having their invoices in a different format to make it easier for their accounting people. Or perhaps they want weekly communication on delivery status to allow them to plan their production more efficiently.

These customer wants may mean we have to change our standard flow or that our employees will have to go the extra mile. The real customer want list may be made up of small things. Learning how to honor the "small" things customers want is what has made businesses such as the Wal-Mart chain a success. They give their customers what they want...from flexible shopping times, to product selection, to easy no-hassle returns. Give your potential and existing customers what they want and they will give you what you want—increased sales.

These six secrets are really quite simple yet are so often missed. Pass the secrets on. Better yet, put them in practice and be ready to handle the endless stream of new customers.

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