Mindset
It starts with us choosing not to see this as a challenge, but rather, a missed opportunity for those prospective customers who have yet benefitted from your products or services. You see, there’s a reason why you have your current customers— it is because you are providing something of value— and delivering to their expectation. So if your current customers are buying from you, why not those in their network?

Keeping Your Promises
How do customers perceive your brand today? Are you meeting expectations? Does your product or service spark joy? Are your customers actually expecting more? If so, deliver them! This is because your customers is giving you the permission to play in that space— to live up to those expectations. Deliver and win them (and their friends) over. Failing to live up to your brand promise on the other hand is a surefire way to lose that trust very quickly. In this day and age where consumers are spoilt for choice, your authenticity and ability to gain trust and credibility are more important than ever. They not only serve to differentiate you from your competition, but it also promotes loyalty and advocacy.

Next Steps
As mentioned above, one of the keys to unlocking new customers from your existing ones is to first make sure you are consistently delivering on your brand promise, as perceived by your customers. The way to determine that is is through what is commonly known as a Voice-of-Customer (VoC) Satisfaction Survey. VoC is a great vehicle to gather qualitative feedback from your customers about their experiences. Using an eCommerce business as an example, you may want to conduct a VoC survey at different points of a customer’s journey.