A colleague reminded me last Thursday that it is more cost effective to retain an existing customer than it is to attract a new one. Why? Because you've already sold them on your products and/or services, so there is less time and marketing involved. One of the best ways to retain existing customers is through consistent contact. This might include regular newsletters, monthly coupons or specials, customer appreciation events, holiday cards or e-mail campaigns. However you choose to do so, make sure that you regularly communicate with your customers. Satisfied customers can be your best marketing tools, so take good care of them!