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Expanding Your Customer Base to Attract Buyers

When it comes to selling your business, one of the most attractive features for potential buyers is a diverse and growing customer base. A robust customer base not only demonstrates the strength of your business but also indicates potential for future growth. Let’s explore some effective strategies to expand your customer base and make your business more appealing to buyers.

Leverage the Power of Referrals

There’s no marketing quite as powerful as word-of-mouth. Encourage your existing customers to spread the word about your business. Consider implementing a referral program that rewards customers for bringing in new business. This not only helps you acquire new customers but also strengthens relationships with your current ones1.

Harness Social Media

In today’s digital age, social media is an invaluable tool for reaching new customers. Build a strong presence on platforms where your target audience spends time. Share engaging content, interact with followers, and use social media advertising to expand your reach. Remember, social media isn’t just about promotion – it’s about building relationships and providing value to your audience4.

Offer Something for Free

Everyone loves a freebie. Consider offering a free trial, sample, or consultation to attract potential customers. This gives them a taste of what you offer without any commitment. Once they experience the value you provide, they’re more likely to become paying customers2.

Partner with Complementary Businesses

Look for businesses that serve a similar customer base but aren’t direct competitors. By partnering with these businesses, you can tap into their customer base and vice versa. This could involve co-marketing campaigns, bundled services, or simply cross-promoting each other’s offerings1.

Implement a Customer Loyalty Program

While attracting new customers is important, retaining existing ones is equally crucial. A well-designed loyalty program can encourage repeat business and turn casual customers into brand advocates. This not only helps retain customers but can also attract new ones through positive word-of-mouth2.

Diversify Your Product or Service Offerings

Expanding your product or service line can help you attract a wider range of customers. Consider what complementary offerings you could add that would appeal to your existing customers or draw in new ones. This diversification can make your business more attractive to potential buyers by demonstrating multiple revenue streams9.

Invest in Content Marketing

Creating valuable, informative content can position your business as an industry leader and attract potential customers searching for solutions you provide. Start a blog, create how-to videos, or offer free resources related to your industry. This not only helps with search engine optimization but also builds trust with potential customers4.

Focus on Customer Experience

In today’s competitive market, providing an exceptional customer experience can set you apart from the competition. Train your team to provide top-notch service, streamline your processes, and actively seek and act on customer feedback. Happy customers are more likely to recommend your business to others, helping to expand your customer base organically5.

Remember, expanding your customer base is an ongoing process that requires consistent effort and adaptation to changing market conditions. By implementing these strategies, you’ll not only attract more customers but also build a more valuable, attractive business for potential buyers. After all, a diverse, loyal customer base is one of the most valuable assets any business can have.

 

 

Citations:

[1] https://www.forbes.com/sites/allbusiness/2020/02/28/attract-new-customers-small-business-tips/

[2] https://oregonsbdc.org/7-ways-to-grow-your-customer-base/

[3] https://blog.hubspot.com/service/customer-base?uuid=856c91e8-f8bc-4ffb-bd6b-f06d118bbd6b

[4] https://www.indeed.com/career-advice/career-development/marketing-strategies-attract-retain-customers

[5] https://www.superoffice.com/blog/five-simple-ways-to-increase-your-customer-base/

[6] https://www.forbes.com/councils/forbesbusinessdevelopmentcouncil/2024/07/02/14-tips-to-develop-a-diverse-client-base-that-will-grow-your-business/

[7] https://televerde.com/5-smart-strategies-for-how-to-grow-your-customer-base/

[8] https://mymarketing.io/ways-to-expand-a-customer-base/

[9] https://www.reconinsight.com/strategies-to-increase-sales-from-customer-base

[10] https://onramp.us/blog/customer-expansion

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Peter M. Babilla, CFP®, CRPS®

PARTNER

Peter Babilla brings 40 years of experience in investment management and fiduciary* financial consulting to Vertex Planning Partners, LLC.

Pete graduated from Indiana University in Bloomington, Indiana with a Bachelor’s of Science in Finance.

He began his career in 1983 with a focus on institutional fixed-income portfolio management, primarily working with community banks. After a decade serving institutional clients, Pete shifted his focus to working with individuals, families and business owners, providing guidance and education in all areas of Wealth Management.  Among his areas of focus are accumulation and retirement planning, investment management, risk management, and estate and wealth transfer.

Pete’s planning philosophy allows him to create a personalized program for clients, based on their own unique goals and circumstances.  The extensive investment and planning platform offered by Vertex enables him to create a highly customized program, tailored to each individual client.

Pete and his wife Suzanne have two children, and have resided in Wheaton, Illinois for the past 30 years.  He enjoys golf, reading, and traveling with his family.  Pete gives back as a past Board Member of the Epilepsy Foundation of Greater Chicago, where his focus is on improving the lives of those living with epilepsy.

Pete works as fiduciary for his clients and holds the CERTIFIED FIANANCIAL PLANNER™ (CFP®) designation and the Chartered Retirement Plan Specialist (CRPS®) designation.

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JUSTIN J. D'AGOSTINO, CFP®, TPCP®, ChFC®, CRPC®

PARTNER

Justin D’Agostino joined Vertex Partners in 2019 and serves a select group of business owners and affluent families. He specializes in investments, financial planning, and succession planning. His interest and knowledge in providing comprehensive financial planning and wealth management services to clients was sparked when he worked at a boutique tax and wealth management firm in Michigan. He has nine years of experience in the financial services industry, and his mission is to provide every client with targeted, comprehensive financial advice and to help them implement customized strategies designed to move them closer to accomplishing their unique goals.

Justin attended Hillsdale College where he earned his BA in Accounting and Financial Management and was a member and captain of the football team. Justin is a CERTIFIED FINANCIAL PLANNER™ Professional, and holds the Tax Planning Certified Professional®, Chartered Financial Consultant® and Chartered Retirement Planning Counselor™ designations.

Justin and his wife, Alexandra, reside in Chicago, Illinois. He is an avid sports fan and enjoys golfing, playing soccer and spending summer weekends with his family.

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Scott A. Sandee CFP®, CIMA®, CPWA®, CEPA

MANAGING PARTNER

Scott Sandee brings over 20 years of experience as Managing Partner. He is responsible for leading the firm’s efforts in assisting middle-market business owners and seven and eight-figure families to plan and realize financial goals based on their unique aspirations and situations.

With a privately held family business background, Scott has helped owners prepare for and execute a successful transition. In addition, he works with business owners and their advisors to develop financial strategies to maximize sales proceeds and minimize future taxes.

Before joining Vertex, Scott served in financial planning and investment strategy roles at Oxford Financial Group, Capital Group, and The Northern Trust Company, working with Chicago’s HNW/UHNW families clients.

Scott holds the Certified Financial Planner®, Certified Private Wealth Advisor®, Certified Investment Management Analyst®, and Certified Exit Planning Advisor designations. Scott earned his B.S. in Computer Science from Northern Illinois University, and his family resides in Wilmette, IL.

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Julie Hupp CFP®, MBA

PARTNER

Julie Hupp, CERTIFIED FINANCIAL PLANNER™ professional, has worked in the accounting and corporate finance field since 1987. She began her career as a CPA with Deloitte & Touche, specializing in the financial needs of small businesses. Then spent the next 13 years in corporate financial planning and business development at Baxter and TAP Pharmaceuticals. Recognizing her passion for personal financial planning, Julie started her business in 2006 where she focuses on comprehensive financial planning strategies and implementation.

Julie graduated from University of Illinois with a BS in Accountancy. She received her Master’s in Management with a concentration in Finance from Northwestern University’s Kellogg School of Management in 1994.

Outside the office, Julie is the co-founder of the 12 Oaks Foundation, which has merged with Cal’s Angels, and is a former Board member. Julie enjoys cooking, reading, running, triathlons and doing almost anything outdoors. A great weekend is spending time with her husband and two adult kids boating at their lake house in Wisconsin.

Steven P. Franzen, CPA, PFS, CGMA

MANAGING PARTNER

Steven P. Franzen, CPA, PFS, CGMA is a public accountant and consultant with more than 23 years of experience helping individuals and businesses reduce their tax liability.  He began his career under the guidance of Patrick M. De Sio, CPA, CGMA and in 1996 became Mr. De Sio’s partner in De Sio, Franzen & Associates, Ltd. Steve’s expertise include entity design, complex tax strategies and multigenerational wealth transfer.  As Managing Partner, Steve conducts his practice under the philosophy that the client’s investment in their CPA should yield a return on that investment – most of the time that return is realized when working with clients on planning for their future. In an effort to increase the planning capabilities of the firm,  Steve formed Vertex Accounting Partners, LLC to ensure their guiding philosophy will continue well into the future.

Steve is a certified public accountant and has earned the professional designations of Personal Financial Specialist and Chartered Global Management Accountant.  He is a member of the American Institute of Certified Public Accountants and the Illinois CPA Society.  Steve earned a B.S. degree in accounting from Millikin University.  He and his wife Kristie live in Sugar Grove, IL with their three children.

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Gregory P. Benner, CPWA®, CFP®, CLU®, ChFC®, AIF®, RMA®

MANAGING PARTNER

Gregory P. Benner, CPWA®, CFP®, ChFC®, CLU®, AIF®, RMA® has over twenty-two years of experience as a financial advisor. Greg’s practice is based on developing holistic financial plans that help his clients integrate sophisticated retirement, tax, risk management and estate planning strategies into an actionable plan, then stay the course as their behavioral coach.

Prior to founding Vertex Planning Partners, LLC, Greg spent four years as a founding partner of a Registered Investment Advisory firm affiliated with LPL Financial. He also spent seven years with JPMorgan Chase as a Senior Financial Advisor and was a Financial Representative with Northwestern Mutual Life.

Greg holds the Certified Private Wealth Advisor® designation and is a CERTIFIED FINANCIAL PLANNER™ Certificant. He also holds the Chartered Financial Consultant®, Chartered Life Underwriter®, Accredited Investment Fiduciary™, and Retirement Management AdvisorSM designations. He earned a B.S. in Finance from Miami University.

He and his wife Lindsey reside in Naperville, IL with their daughter and twin sons.

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Michael D. Bellis, CFP®, CLU®

MANAGING PARTNER

Michael D. Bellis, CFP®, CLU® began his career as a financial planning professional in 1994. His practice is centered on holistic financial planning, astute risk management strategies and empirical, research-driven portfolio construction. He began his career in partnership with his father under the name Bellis & Associates. Together, their practice and reputation for excellence dates back more than 40 years and includes multiple generations of the same families. After his father’s retirement several years ago, Mike continued to build a client-centric, consultative practice before forming Vertex.

Mike holds the CERTIFIED FINANCIAL PLANNER™ certification and is also a Chartered Life Underwriter. He has been an active member of both the Society of Financial Services Professionals and the National Association of Insurance and Financial Advisors. He earned a B.S. in Business & Marketing from Illinois State University. Mike is a lifelong resident of Naperville, Illinois. He and his wife Tanja have three children.

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