Previous clients must not be forgotten by small businesses

Many small business owners are forward-thinking, ambitious individuals who are constantly looking for ways to find more customers and bring their ventures to the next level. However, M.P. Mueller, a columnist for The New York Times, warns that entrepreneurs should not forget the clients that have helped provide business in the past.

Ensuring that current clients are not left behind during a push for new business is essential to the health of a company. These people can provide priceless insight into the effectiveness of business efforts such as marketing campaigns using direct mailing lists, mobile devices or email.

"All in all, I did what every small business owner should do when interacting with clients - I listened and took notes, which I later shared with our team," writes Mueller, owner of advertising agency Door Number 3. "I uncovered a few areas that needed improvement, but, moreover, came away with a sense that we were making clients happy. Asking for feedback, being fully present, and listening makes people feel valued. This is nothing new, but it can get overlooked."

Current and former customer involvement can be an invaluable tool in times of economic uncertainty, as their insights can help businesses improve operations without a major financial investment.