Welcome to the November 2025 issue of the podcast.
There is quite a bit to talk about today and I am going to begin with this whole issue of distraction and how our small business owners suffer with destruction purely because it’s baked into the way we live our modern lives.
in this short podcast I cover some of the issues that we have been discussing face to face with some of my clients over the past couple of months and also to let you know there is more content over on the Small Business Ninja Tik Tok feed which is currently part way through my 100 series of short videos for small business owners covering such things as business development sales marketing and running away with the circus enjoy and I look forward to hearing from you with your questions.
Go Deep, Not Wide: Unlocking Profit from Your Existing Customer Base
Are you obsessed with chasing new leads while ignoring the goldmine sitting right in front of you?
In this episode, Richard Smith—one-half of Small Business Ninja—challenges the traditional approach to business growth. If you feel like you are constantly spending money on ads, SEO, and trying to attract strangers into your funnel, you might be “missing a trick.”
Richard argues that while finding new customers is part of business, building a truly profitable, consistent enterprise requires going deep, not wide.
Key Takeaways from this Episode:
- The 80/20 Rule of Growth: Richard guarantees that 80% of your new business potential lies within your existing customer base—the people who already know, love, and trust you.
- Stop Waiting for the Phone to Ring: Your customers are like your dentist; they might trust you, but they won’t call you spontaneously just to chat. It is your job to proactively reach out using text, WhatsApp, email, or even “snail mail” to keep the relationship alive.
- The “Deep Dive” Strategy: Sustainable growth comes from offering added value to current clients. This includes upselling, cross-selling, or even offering affiliate products and services that solve their problems.
- Aligning Business with Life: With a background in financial services, Richard explains why your business finances need to be structured to support your personal life goals, not just your business turnover.
Ready to stop chasing and start nurturing?
If you want to learn how to implement these retention strategies and get off the “new lead” hamster wheel, head over to Small Business Ninja.
Check out Richard’s 100-video series on TikTok for daily tips.
Get in touch when you are ready.
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