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11 min read

Tips for finding new customers for your business

Invest in the growth of your business by establishing new programs and strategies designed to attract new customers.

Whether you face new competitors entering your market, old customers who no longer require your products, or shifting trade winds that are reshaping your outlook, we lay out some strategic ways to increase your sales opportunities. 

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Pro tip: ensure your business has capacity for growth

Find new customers for your business with this checklist

Download the checklist

 

Segment your existing clients to uncover niche opportunities 

Have you considered that new customers might be hiding in plain sight? With the help of segmentation, you may be able to identify new insights you weren’t previously aware of. Profile primary customers you have now and group them by characteristics, such as:

  • Geography
  • Demographics
  • Behaviours (including the products or services they use)

 

Include if your customers have any buying cycles, whether they attend conferences and what process they followed to become your customer. Think about the dominant traits and behaviours among your base and what products should be associated with them.

Next, list how your best customers prefer to be contacted, and what worked when you originally marketed your business to them. Using the profiles of these ideal customers, build personas that give you a clear picture of who you need to pursue. Set a marketing budget and develop a shortlist of targets that have potential for your business.

Learn from Abdul Munim Sheikh who leaned on his own unique understanding of Islamic culture and food production to expand Al Safa Foods into an underserved American Halal market. By recognizing that Muslim people have struggled for decades to find and purchase Halal products that bridge the food-culture gap, he was able to target a specific segment of customers that helped his company break even by its first quarter and grow sevenfold since that time.

 

Look for new distribution channels

Establishing new distribution channels can help your products and services reach customers in new markets, industries and formats. Consider these strategies:

  • Expand beyond your local area. Entering different geographical locations by opening locations, outlets, a franchise or a joint venture with other businesses can transform a business. Odd Company Brewing set their sights on expanding to a new location across their home city to reach more customers and increase production capacity.

  • Go up or down the supply chain. If you’re a wholesaler, you typically sell products to retailers who then sell to consumers. Move up the supply chain by adding a retail outlet to reach your customers directly. Go down the supply chain by sourcing your products straight from manufacturers or producers, which can eliminate intermediaries, improve control of product quality and potentially allow for more competitive pricing to customers.
  • Join contracting bids or open tendering opportunities in different markets. For example, a construction company could bid on municipal infrastructure projects, while an IT services firm could bid on contracts to provide tech support to colleges and universities.
  • Embrace e-commerce. Go online to sell your products and use digital marketing strategies to attract online customers.
  • Consider merger or acquisition. Competitors or complementary businesses may be looking to sell or exit your market, and with the right financing, you might be able to buy to extend your reach and customer base.
  • License your products or services to similar businesses in other markets or countries. Investing here allows you earn royalties – adding a new revenue channel to your business – while expanding your brand presence. For example, a Canadian educational software company could license its products to schools in the US and Europe.

Exploring new distribution channels can open opportunities to reach untapped markets, diversify your revenue streams, and strengthen your competitive edge.

 

Find new markets

Define your market area or region, and then use Statistics Canada to learn more about its population demographics, income and education levels. Combine that with your industry knowledge to determine price points and where your services may be most needed. Take the example of premium fitness club Altea Active, who combined knowledge of unique demographic factors and regional characteristics to select new locations in Winnipeg, Toronto, Vancouver and Ottawa.

Consider these approaches too:

  • Exporting. Overseas markets offer opportunities to expand your business. Conduct on-the-ground research in the countries you’re considering. Make sure to find out what regulations, tariffs and business risks are present in your new target market.
  • Exploring new market models. If you sell to consumers, explore selling to businesses. If you sell to businesses, think about how you can pivot to sell to individuals too.
  • Pivoting toward nontraditional markets, including government, education, healthcare, non-profit organizations, agriculture, transportation and logistics, arts and culture and more.

Expanding into new markets can help your business grow by reaching different audiences, diversifying your customer base, and identifying new revenue opportunities.

 

Focus on selling

Every business owner should place emphasis and budget on sales strategies. Consider these approaches to improve your success rate.

Host workshops, webinars or events

  • Workshops: organize hands-on workshops where potential customers can experience your products or services firsthand. For example, a bakery could host a baking class, allowing participants (and potential buyers) to use the same ingredients, tools and products for sale in the store itself.
  • Webinars: Conduct online webinars to reach a broader audience. Educational sessions related to your industry showcases your expertise, offers added value to current and potential customers, and subtly promotes your offerings.
  • Events: Host events like product launches, open houses, or customer appreciation days. They provide opportunities to directly engage with customers and build relationships

 

Call or visit existing and potential customers

  • Cold calling: Develop a script and train your sales team to make effective cold calls. Personalize the calls by researching the potential customer’s needs and how your product can meet them.
  • Customer visits: Schedule visits to existing and potential customers. Face-to-face interactions can build trust and allow you to demonstrate your product’s value in person.
  • Offer discounted products, services and introductory offers: Special discounts or introductory offers attract new and cost-conscious customers. For instance, gyms often offer a free first month of membership.
  • Up-selling and cross-selling: Once customers have made an initial purchase, offer complementary products or services. For example, a software company could offer additional modules or premium support services.
  • Attend industry events and trade shows. With direct access to your target audience, events and trade shows provide networking opportunities that allow customers to get up close with your products and services, increase your brand visibility and assess your competitors. A consistent presence builds your credibility and offers the advantage of getting immediate feedback from potential customers.
  • Create content for new customers to download in exchange for their email addresses and consent to receive marketing communication. Then engage with them through an email marketing campaign.
  • Develop a sales plan. Set sales goals to establish clear, measurable sales outcomes for your team. These could be daily, weekly, or monthly targets. Regularly train your sales team on new techniques, product knowledge, and customer service skills. Role-playing exercises can be particularly effective. Offer incentives such as bonuses or commissions to motivate your sales team to achieve their targets.
  • Use direct marketing software and third-party companies. When implemented, customer relationship management (CRM) systems are powerful tools that help manage your interactions with current and potential customers. They support the tracking of sales activities, customer preferences, and follow-up tasks. Lead generation services, on the other hand, engage third-party companies that specialize in generating qualified leads. These companies can provide lists of potential customers who have shown interest in products or services like yours.

 

Collaborate

Mutually beneficial partnerships with other businesses that complement your own can introduce new customers to your products and services. Here’s how you can do it.

Form marketing partnerships

  • Joint promotions: Partner with a complementary business to create joint marketing campaigns. For example, a local coffee shop could partner with a nearby bookstore to offer a discount on coffee with the purchase of a book. This way, both businesses benefit from each other's customer base.
  • Co-branding: Develop co-branded products or services. For instance, a fitness center could collaborate with a sports apparel brand to create a line of branded workout gear. This not only enhances brand visibility but also attracts customers from both businesses.
  • Shared events: Host events together, such as workshops or seminars. A beauty salon and a wellness spa could co-host a wellness day, offering combined services and attracting a larger audience.

 

Constantly network

  • Industry conferences: Attend industry-specific conferences and trade shows. These events are excellent opportunities to meet potential partners and customers. For example, a tech startup could attend a technology expo to network with other businesses and showcase their products.
  • Local business groups: Join local business associations or chambers of commerce. These groups often organize networking events where you can meet other business owners and explore collaboration opportunities.

Speaking engagements: Invest in speaking opportunities at relevant events. Sharing your expertise can enhance your profile and attract potential partners and customers. For example, a financial advisor could speak at a small business seminar about financial planning.

 

Develop referral agreements

  • Formal referral networks: Establish formal referral agreements with complementary businesses. For example, a real estate agent could partner with a mortgage broker, agreeing to refer clients to each other. This creates a steady stream of referrals and builds trust between businesses.
  • Informal referrals: Set up informal referral arrangements with businesses you frequently interact with. For instance, a wedding planner could have informal agreements with florists, photographers, and caterers to refer clients to each other.
  • Incentive programs: Create incentive programs for referrals. Offer discounts or commissions to businesses that refer customers to you. For example, a software company could offer a commission to IT consultants who refer new clients.

 

Use social media
  • Collaborative content: Partner with like-minded business owners to create and share content on social media. For example, a bakery and a local farm could collaborate on a series of posts about farm-to-table baking, highlighting both businesses.
  • Cross-promotion: Engage in cross-promotion by sharing each other’s posts, commenting, and participating in discussions. This can increase visibility and attract followers from each other’s audiences.
  • Online communities: Join and participate in online communities and groups related to your industry. Share valuable insights, answer questions, and build relationships with other business owners. For example, a graphic designer could join a design community on LinkedIn to connect with potential collaborators.

 

Use digital marketing

Investing in digital advertising is a powerful and dynamic way for businesses to acquire new customers and expand their reach. Embracing digital advertising is not just about keeping up with trends; it's about staying ahead of the competition and ensuring sustainable growth in an ever-evolving market. Consider these strategies:

  • Search engine optimization. Employ keyword research to identify the terms that potential customers are searching for. Improve on-page SEO for your website’s content, meta tags, headings and images.
  • Content marketing. Informative and engaging blog posts address questions or problems your audience faces, and supports your website’s SEO organic ranking. Integrate video in your content mix and share customer testimonials with your network.
  • Social media marketing. Choose the right channel based on where your target audience spends the most time, post regularly and engage with followers, and use paid advertising to target specific demographics, interests and behaviours. A strong social media presence can really pay off: a large social media following contributed to HRD Homes’s 1000% growth within 3 years.

 

  • Email marketing. Build your email lists through sign-ups, events and promotions, discounts and free resources. Segment your lists based on behaviour, preferences and demographics, and send personalized content on a regular schedule. Consider automation – such as welcome emails, abandoned cart reminders and follow-up messages.

  • Pay-per-click advertising. Google ads use the key words you choose to target the audiences searching for your product or service. Look into display ads that cover various websites and reach broad audiences, which can be effective for increasing brand awareness. Deploy retargeting campaigns to reach users who visited your site but didn’t convert.

  • Explore influencers. Can you find an online personality or content creator who has a strong following, aligns with your brand values, and can promote your product or service? You might be able to collaborate with them through sponsored posts, reviews or giveaways. Influencers can be big or small – consider those who have smaller, but highly engaged audiences, that match your audience too.

Ensure your business has the capacity for growth

If your goal is to add new customers for your business, you need a solid plan to handle a sudden increase in sales revenue. Have a clear understanding of your business’s cash flow. Accurate revenue projections in uncertain times don’t just give you confidence in the sustainability of your business through busy and slow periods, they also help your financial partner find the right solution to ensure there is enough money on hand to manage any part of the calendar. Here are a few more tips to prepare for an influx of new customer sales:

  • Invest in either high quality cash flow software or hire a bookkeeper. The combination of being confident and honest about the financial support your business needs, and when, helps to ensure financial solutions can be customized to your needs.
  • Review your cash cycles in previous years and make revenue projections. Meet with your financial partner to discuss where you might require support.
  • Develop contingency plans to manage impact. Make sure you have the inventory to meet a spike in demand, and have a back up ready in case you need to access surplus product or services, including temporary employees. If demand suddenly drops, know what you can do to offload your products and services – especially if your products are perishable. Cross-check your effort with your financial plan. Remember that a good financial plan accounts for both the business and personal side, and changes to one part of it can affect the other.


Finding new customers is essential for the growth and sustainability of any business. By segmenting your existing clients, exploring new distribution channels, entering new markets, focusing on selling, and collaborating with complementary businesses, you can uncover new opportunities and expand your customer base. These strategies, tailored to the Canadian market, provide practical and actionable steps for small and medium-sized business owners to thrive in a competitive landscape.