What have you done for your existing customers lately? Probably not much, if you are like most businesses.

I know that hunting new business is more of an adrenaline rush than working the business you already have, but it is not as crucial to your long-term success. The best new business program is delivering excellent service to existing clients. Let's review some things you might want to consider doing for current customers.

Really personal mail has become a thing of the past. Buck the trend and stand out. Send a hand signed and addressed card to your clients. This could be a birthday card or a "thank you for your business" card.

Create a special customer event. Invite customers to a non-commercial event such as a wine tasting, or an event that ties back into your core business. For instance, an outdoor retailer could host a free day of canoeing. It gives you a chance to get to know your clientele in a social setting. It also provides fodder for customers to talk about you.

Gather your customers' business cards and distribute them to people likely to use your customers' services. Write a note on the back that says "referred by (your business name here)."

Most businesses neglect their customers and it takes very little effort to stand above the crowd. So, take care of your current customers, and they'll take care of you.