4 Steps to Help Your Small Business Acquire More Customers

If you run a small business, one of the questions that keeps you up at night is how you will acquire more customers. Acquiring new customers is one of the biggest challenges for most small business owners. You need sales to fuel growth, and developing a winning strategy for attracting and retaining customers is vital to having a profitable business. 

Acquiring new customers starts with:

Step 1: Define your goal.

Establishing clear goals is the first step in the process. Defining success will help you determine the steps you need to take to achieve your goal. Start by determining: 

• How many customers do you need?

• How much time can you allocate each week to customer acquisition?

• How much money are you willing to spend?

• How long will you execute your plan before pausing to assess the success? 

Taking the time to define success upfront is essential. This can help manage your energy and anxiety as you achieve your goal. Growing your business is a marathon, not a sprint. It would help if you had a clear goal and milestones to help you understand how well you are keeping pace with achieving your goals. 

Step 2: Review your current customer funnel.

One of the best ways to get new customers is to tap into the lead sources that previously provided you with customers. Review your current customer base. 

• Where did they come from?

• How did you introduce your services to them?

• What lead sources are similar to where you found your prior customers?

• How can you leverage your current customers to acquire new ones?

By assessing where and how you have gained customers in the past, you will identify the actions you need to take to acquire new customers.

Step 3: Identify areas for improvement.

Now that you have a list of actions you have taken in the past to acquire new customers, you can begin to test out new approaches. A few things to consider:

• Can you expand current activities into new locations? For example, if you are having success gaining customers from listing your business on one website, could you look for additional websites to list your business?

• Can you allocate more money against current tactics? For example, if digital advertising is currently working, can you allocate more money to reach a larger audience?

• Are there parts of the prospect-to-customer flow process that can be improved? For example, are you slow to respond to potential clients, which leads them to select another vendor before you talk with them?

Reviewing your current processes and making improvements are essential steps to improving your effectiveness and attracting customers.

Step 4: Identify new marketing and advertising opportunities. 

Marketing and Advertising are complex and ever-changing fields. It is vital to continuously look for new and better ways to get in front of potential customers. Scheduling time once a week to research new ways of getting your services in front of potential customers is a must. You can research new ways to promote your business by:

• Asking peers how they are getting customers. Other business owners are doing similar work to you but are in different geographies or targeting a different customer group. Schedule time to share best practices and brainstorm new ways to reach customers. 

• Asking AI for suggestions on attracting new customers. AI tools like ChatGPT and Bard can give ideas on different lead generation ideas. Check out TikTok and Instagram feeds on AI prompts to get ideas for using AI for lead generation ideas.

• Conducting Market Research. Research services like yours on Google, Facebook, LinkedIn and Instagram. Identify how and where competitors are marketing their products or services. You will likely identify tradeshows, networking events, and other in-person opportunities to which you should dedicate energy.

• Hiring an expert. Some professionals specialize in social media marketing, PR, event planning, and other sales, marketing, and advertising activities. Paying experts to help you with planning and execution can help you to accelerate your business growth. 

Summary

Acquiring new customers can give your business the boost it needs to grow. More customers can mean more revenue. More revenue can mean more investments, which can mean your business gains a more significant ability to meet or exceed your customers' needs. It all starts with having a goal, developing a plan, and adjusting that plan to help you achieve your goals. 

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Thank you for reading this blog

I am a father, husband, executive coach, and former retail executive. My coaching expertise comes from 21 years of leading operation, sales, and marketing teams.

I help small business owners and business professionals clarify their vision, define their strategy, and identify innovative ways to drive value for their organization.

If you are looking for a partner to help you accelerate your business or career growth, we should talk.

Grow your career

Have Feedback Send me a note at

Email: dcunion@yourpathexecutivesolutions.com

Land Your Dream Job: A 5-Step Guide to Finding Your Perfect Match (It's More Than Just a Paycheck)

updating 4/16/2025

Finding a job isn't just about firing off resumes and crossing your fingers. It's a strategic, deeply personal journey of self-discovery, reflection, and focused action. Think of it like finding your ideal life partner: it demands intentionality, discernment, and a clear understanding of your needs, your aspirations, the kind of work that ignites your soul, and the kind of company culture where you'll truly thrive. This article provides actionable tips and tools to navigate the job market and attract your perfect professional match.

Interviewing is like dating.

Interviewing is Like Dating (But With Less Small Talk...Usually)

You've heard it before, but the analogy holds true. Both job hunting and dating require you to put your best foot forward, articulate your value, and assess compatibility.

5 Steps to Find an Ideal Job

Step 1:Uncover Your "Why": What Needs Will This Job Solve?

Maslow' Hierarchy of Needs

The first step isn't about the job description; it's about you. What needs are you truly trying to fulfill through work? While the answer evolves throughout your career, the bedrock is often income.

• Maslow's Hierarchy of Needs:

  • Most immediately, work addresses our physiological needs: food, shelter, and clothing.

  • It also provides the foundation for safety needs: security and stability.

  • As those needs become more secure, work can satisfy psychological needs: belonging, connection, and boosting self-esteem.

  • Ultimately, work can become a vehicle for self-actualization, allowing one to pursue passions, contribute to personal growth, and make a meaningful impact on the world.

The higher your financial security, the more you can prioritize fulfillment. Understanding your "why" will guide you toward jobs and companies that resonate with your core values.

• Questions to ask yourself:

  • "What's my minimum acceptable salary (and why)?"

  • "What kind of work environment fuels my productivity and happiness?"

  • "What type of work makes me jump out of bed in the morning, eager to contribute?"

Step 2:  Define Your Ideal Professional Self: Who Do You Want To Be?

Work isn't just something we do; it shapes who we are. It influences skill development, networks, where we live, our daily routines, and even our thought patterns. The roles and companies you choose will profoundly impact your life satisfaction.

• Questions to ask yourself:

  • "What activities do I love and lose track of time doing?"

  • "What tasks am I willing to do, even if they're not my favorite?"

  • "What responsibilities or environments do I actively want to avoid?"

Clarity in these areas helps you filter out mismatches early in your job search.

Step 3: Pinpoint Your Zone of Genius: What Type of Work Excites You?

With a clearer picture of your ideal self, it's time to drill down into the type of work that aligns with your strengths and passions. Take a comprehensive inventory of your work, education, and volunteer experiences, documenting the skills and knowledge you've acquired.

This exercise serves a dual purpose: It encourages you to think beyond job titles and identify your core competencies. It also helps you recognize your "zone of genius"—the activities where you excel and experience genuine joy.

• Questions to ask yourself:

  • "What am I naturally good at? What do people consistently praise me for?"

  • "What tasks can I perform for hours without feeling drained or bored?"

  • "What type of work leaves me energized and fulfilled at the end of the day?"

Knowing your preferred work style streamlines your search, directing you toward roles that leverage your unique talents.

Step 4:  Expand Your Horizons: Research Potential Jobs

Now, it's time to explore the vast landscape of job possibilities. Utilize a multi-pronged approach: Google, LinkedIn, your personal network, and other relevant resources. The goal is to cast a wide net and gather information about roles that align with your needs and strengths.

Don't limit yourself by preconceived notions. The more you learn, the more options you'll discover.

• Questions to ask yourself:

  • "Who in my network works at companies I admire or in roles that intrigue me?"

  • "Who possesses skills similar to mine but has taken a different career path?"

  • "What adjacent industries could benefit from my expertise?"

Step 5: Define Your Ideal Employer: Research Potential Companies

The final piece of the puzzle is determining your ideal employer. This is highly subjective and depends on your unique values, strengths, interests, and experience level. While salary is a factor, most people seek more than just a paycheck.

Establish criteria for your ideal workplace. Do you thrive in structured environments (government jobs)? Do you crave autonomy and fast-paced innovation (start-ups)?

Remember, the nature of your work can vary significantly based on the industry, company size, and even location. The clearer your vision, the closer you'll get to landing your dream job.

• Questions to ask yourself:

  • "Do this organization's values align with my own?"

  • "Does this company offer opportunities for professional growth and development?"

  • "Will this company's benefits and work-life balance support my current needs?"

Summary: Finding "The One" (Professionally Speaking)

Finding the ideal job mirrors finding the perfect life partner. It starts with self-awareness, followed by thoughtful exploration. Rushing into a job without due diligence can lead to regret and the need to "divorce" and start over.

If you need a job urgently to cover expenses, take the best available option. However, if you have the luxury of being selective, invest time in defining your career aspirations before applying. This focused approach will maximize your energy and direct you to roles and companies that resonate with your long-term goals.

Does this message resonate with you? Share your thoughts in the comments below.

Thank you for reading!

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Your Path Coaching and Consulting: Your Partner in Career Success

I'm not just a writer; I'm also a father, husband, executive coach, and former retail executive. My 21 years of experience leading operations, sales, and marketing teams have given me firsthand knowledge of feeling stuck, undervalued, and underappreciated.

But I also know the transformative power of professional development, the strategies for climbing the corporate ladder, and the profound satisfaction of finding fulfillment in your work.

Your career path is a unique journey of discovery. Each opportunity builds upon the last. At Your Path Coaching and Consulting, we're dedicated to helping you gain clarity, accelerate your professional growth, and unlock your full potential.

We offer personalized coaching and consulting services designed to empower you at every stage of your career. Our expertise includes:

Executive Coaching: Guiding leaders to enchance their leadership skills, communication abilities, and team dynamics.

Business Consulting: Helping organizations optimize strategies, forster growth, and build high performing teams.

Career Coaching: Assisting individuals in defining career path, and building the skills, network and competencies needed to maximize their potential.

Our holistic approach combines proven techniques with a deep understanding of your needs and aspirations.

Connect with us:

Website: www.yourpathexecutivesolutions.com

Email: dcunion@yourpathexecutivesolutions.com

LinkedIn: https://www.linkedin.com/company/your-path-coaching-and-consulting

Testimonial:

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Grow your career

10 Things I Wish I Knew Before I Started My Career

Navigating your career can be exciting and daunting. There are so many things to learn and so many decisions to make. Over my 20-year retail, franchise, restaurant, and marketing career, I learned many lessons about myself and what it takes to advance and develop a fulfilling career. I believe many of the lessons I learned can help you chart your path to your ideal job.

If you could go back and give your younger self some advice, what would it be? I started with this prompt and came up with these answers. I hope this reflection adds value to you as you look to achieve your professional goals.

Here are 10 things I wish I knew before I started my career:

Relocating would accelerate my career growth.

If you're willing to move to a new city or state, you'll have a much better chance of advancing your career. Most people want to stay where they live. Your willingness to relocate can be a differentiator within a competitive labor market.

In the first ten years of my career, I was promoted twice. In the second 10 years, I was promoted five times. One of the big differences was my willingness to relocate for growth opportunities.

Where you get a degree from is less important than having a degree.

While getting a college degree is still important, the specific school you attend doesn't matter as much as you might think. What matters more is your skills and experience.

I graduated from a small liberal arts college named Randolph-Macon College in Ashland, Virginia.

I had similar or more career growth than people who graduated from large and better-known universities. Big-name colleges can help with your personal branding and provide you with a larger alumni network, but there are other ways to build your personal brand, and a small, strong network is all most people need to achieve their professional goals.

Use leverage to guide decision-making.

When you're faced with a decision, think about the potential consequences of each option. What are the risks and rewards? How will your decision affect your career?

I became a more effective leader once I started making decisions based on return on time, money, and effort. All are limited resources; how you use them will determine your potential and options.

Scale your influence by empowering others.

One of the best ways to grow your career is to help others grow theirs. When you empower others, you create a ripple effect that can benefit you in the long run.

In the early days of my career, I believed that I needed to control everything. This made me the bottleneck in my team's potential. Only when I began to delegate tasks and extend more trust did I start to unlock the potential of my teams.

Praise more than you criticize.

We are conditioned from a young age to focus on what is wrong and to fix it. While this is vital for survival, criticizing small and insignificant details erodes morale, creates extra work, and causes unproductive stress.

One of the most effective programs I ever participated in was the SMILE program. It required managers to write a small note to employees whenever we noticed them do something that put a smile on a customer's face. We saw morale and productivity improvements by creating more moments where leadership praised employees.

"I don't know, but I will find out" is a great answer.

It's okay not to know everything. In fact, more harm is done by giving a bad answer than no answer at all. Being humble enough to state that you do not know something but diligent enough to go find the answer and report back will help you build creditability.

This is one of the first lessons my first district manager taught me when I started my career in retail. This lesson served me my entire career. People want more than the answer: they want the right answer.

Hire people for potential and build competency.

When you're hiring, look for people who have the potential to learn and grow. Teaching a smart and ambitious person a skill is easier than motivating a well-trained but complacent person.

I had a lot of success working with individuals that others had written off. I would identify what they were good at and position them to do work that aligned with their skills, interests, and aptitudes. Leadership matters: Sometimes, a different management approach can unlock an employee's potential.

Most decisions are made outside of meetings.

Every opportunity you have with someone is an opportunity to gain new information and influence. Constantly seek opportunities to expand your next, form relationships, and get to know the needs, expectations, and wants of the people you work with. By helping others accomplish their goals, you will increase your influence.

I gained more information and influence from informal discussions than any meeting I ever attended. The time you spend networking, building relationships, building alliances, and managing stakeholders will make the difference when pursuing a new role, a raise in salary, additional resources, or a special project.

Performance ratings are biased.

Don't put too much stock in your performance ratings. They're often subjective and based on factors that are beyond your control. Focus more on building your competency and a reputation that aligns with your strengths.

I earned my first big promotion in the same year that I missed budgeting earnings for my subgroup of stores. I was promoted because leadership recognized that my lack of hitting my numbers reflected more on the complexity of my assignment than on my skills, knowledge, or potential. Numbers matter, but good leadership looks beyond numbers to understand the story that numbers tell. Focus on building great stories.

There are tradeoffs to moving up the corporate ladder.

As you move up the corporate ladder, you will be asked to do things you have never done before. Some of these things will help you grow, and some will go against your values and damage your personal relationships.

To gain power, money, and influence, you will be asked to support decisions you will not agree with. This is a cost of being a mid-level leader within an organization. As you climb the ladder, you must determine what you will give up in exchange for all of the perks of being a senior leader.

Summary:

The last 20 years have taught me a lot about what it takes to get ahead within Corporate America. Working hard and being smart will only take you so far. You must have political acumen, strategy, strength of character, and a process from continuous learning. If you want to grow your career, I encourage you to invest time in building a clear picture of who you want to be, and what you want to do. This can help you stay motivated, centered, and focused on growing into the person you are meant to be.

I hope you have gained some value from reading the ten things I wish I had known before I started my career.

If you have read this far, I would love to hear from you on what you wish you knew before starting your career.

Sharing your comments could be of value to other professionals as they progress on their journey.

Thank you for reading this blog

I am a father, husband, executive coach, and former retail executive. My coaching expertise comes from 21 years of leading operation, sales, and marketing teams. I understand what it is like to feel stuck, undervalued, and underappreciated.

I also know what it takes to invest in professional development, climb the corporate ladder, and find fulfillment at work.

Your career path is a scavenger hunt. Each opportunity prepares you for the next. Allow me the opportunity to help you clarify your path and accelerate your professional development.

Grow your career

Have Feedback Send me a note at

Email: dcunion@yourpathexecutivesolutions.com

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