Your base wins elections. Your base will be there for you at 6am on Election Day passing out literature and trying to convert those last few votes. Your base will give up their day to make phone calls and drive voters to the polls. Elections that win, know this. Yet most budgets are spent advertising to new voters instead of turning out the vote.
The same is true in business. Your base keeps your lights on. Your base evangelizes your product. Your base spreads your message. Yet more time and money is spent chasing new business than making sure your repeat customers are happy. Budgets and commissions are based on how much new business is closed, not on retaining or growing existing clients. Don’t wait until a customer threatens to switch to a competitor to make them happy. Damage control is more costly than failing to close new business.