There are several different ways to go about building a customer base for your product and services, but two main camps are the “taken anyone and everyone” camp and the “nurture and build loyal customers” camp. Figuring out which one is best for you and your business will depend on what sort of industry you are in, as well as what your personality and capacity for marketing and networking is.
Look at it this way; you are going to put energy into attracting new customers and clients regardless—but it takes a lot of energy and resources to court a client. If you build up a loyal following, then you will not have to constantly be trying to get new clients and customers in order to make your bottom line. There will be some attrition, yes, but how much attrition can you handle without get exhausted and maxing out your sphere of influence?
A good, loyal client or customer can save you money in the long run—even if it takes a while to get this gem. When I was first starting out in my freelance business, I cast the net far and wide and did all sorts of little projects for different clients—short articles, press releases and public relations, and reviews. I felt as though I needed to generate a lot of interest in order to see what panned out. I think this is fairly common. It did not take long before many of those little projects fell by the wayside and only a couple good, loyal clients stuck around. These long-lasting loyal partnerships have been the bread and butter of building my business while those others have not. I still need to query and try to get more work, but the loyal ones keep me from having to reinvent the wheel, so to speak.
It may take more time and energy in the short-term to cultivate loyal clients or customers, but in the long run it may be the bread and butter of your home business too.