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Your existing customers are your most valuable asset. This is because it's easier and far less expensive to get an existing customer to buy off you again than to find new customers. So here are 16 ways to gain repeat business from existing customers, or to get your customers to think more positively about your business. The golden rule for success in business is to get your customers to believe that they are more important to you than anyone else.

Because small businesses are very diverse, not all these tactics will be relevant to your particular business. But many will be, so make a commitment NOW to try

at least one, if not more, of these tactics.

Please also note that most of these ideas involve using your database of customers. Make sure that you comply with the new Privacy Act by first asking your customers if you can contact them.

1. Send a thank-you letter within two days of the customer buying off you. If at all possible, send a note the next day. It only has to be a handwritten note on a standard card - though a professionally typed letter is better. Other variations include sending a cartoon with your caricature to say thank you, or even a cartoon card (depending on who the customer is and how much they have spent).

2. Send an offer of a product or service that's related to what they bought, usually after one month. Offer a discount or special deal. If you don't have any complementary products or services, then find a business that does and offer their products. Then get that business to do something similar with their customers, but this time with your products or services as the offer.

3. Send out a questionnaire once every three to six months to see what your customers now want, and to see if your market has changed. Use the feedback to update your database and refine your product and services mix.

4. If you have a small number of highly loyal customers, then continue to acknowledge their custom with simple ideas like sending birthday and Christmas cards to them.

5. Try a telemarketing exercise. Ring up the customer with a brief message about a special or new product they may like to try. If possible make the offer free, or offer some incentive that provides a genuine saving or deal for existing customers only.

6. Some businesses will be in the position to send out regular newsletters to their customers (even once every six months). Inform them about what is happening in your industry, community or area. Give tips relating to whatever business you are in. If you run out of ideas, then contact another business to share the newsletter (you can also share costs). Note: an email newsletter costs only a fraction of a conventionally printed and posted newsletter and the Internet offers a huge resource of useful information.

7. Run a customer contest that only existing customers can enter. This rewards them for being your customer -- not the competition's.