Why Most Businesses Leave Money on the Table (and How to Fix It)

Dr. Niklas Richter · 2026-05-07

Most business owners think they're customer-focused. But here's the uncomfortable truth: most of them aren't. Not really. Elien Defraeije, founder of Connect Your Dots and author of the book "Klanten voor het leven" (Customers for Life), spent twelve years running a marketing agency before making a radical shift two years ago. She decided to focus on something almost every entrepreneur talks about but rarely does anything about: existing customers. ### The $100,000 Question: Why Do Companies Leave Money on the Table? Here's a number that might make you uncomfortable. According to research from Bain & Company, increasing customer retention rates by just 5% can increase profits by 25% to 95%. Yet most businesses still spend 80% of their marketing budget chasing new customers they don't know instead of nurturing the ones they already have. Elien explains why customer centricity often remains an intention rather than actual behavior. It's not that business owners don't care. It's that caring isn't the same as doing.  ### Why We Chase New Prospects Instead of Deepening Relationships Think about your own habits. When was the last time you called a current client just to check in? Not to sell something. Not to upsell. Just to ask how they're doing and if there's anything they need? If you're like most entrepreneurs, the answer is probably "not recently." And that's the problem. - **New prospects feel exciting.** They represent possibility, growth, and validation. - **Existing customers feel familiar.** We take them for granted, assuming they'll stick around. - **Prospecting is visible.** It feels like work. Nurturing feels like maintenance. But here's the thing: maintaining a relationship is where the real money lives.  ### "Know Your Customer" in 2026: Still Not a Given It's 2026, and we have more data than ever before. CRM systems, analytics tools, customer feedback platforms. Yet most businesses still don't truly know their customers. Elien points out that "knowing your customer" isn't about demographic data or purchase history. It's about understanding their fears, their goals, their frustrations. It's about knowing what keeps them up at night. > "The photo customers have of your company in their head is often outdated or incomplete. Your job is to update that photo regularly." - Elien Defraeije ### Sales, Discipline, and Following Up This conversation gets real about the three things most entrepreneurs avoid: - **Sales:** Not the pushy, manipulative kind. The kind where you genuinely help someone solve a problem. - **Discipline:** Doing the boring things consistently. Making the follow-up calls. Sending the thank-you notes. Asking for feedback. - **Following up:** The single most underrated business skill. Most sales happen after the fifth contact, but most salespeople give up after the second. ### How to Grow Without Chasing New Customers Here's the good news: you don't need to constantly prospect to grow. You just need to do a better job with the customers you already have. **Start with these three steps:** 1. **Call five existing customers this week.** Not to sell. Just to listen. Ask what's working, what's not, and what they need. 2. **Create a follow-up system.** Use your CRM to schedule regular check-ins. Make it non-negotiable. 3. **Ask for referrals.** Happy customers are your best salespeople. But you have to ask. ### The Confronting Truth This conversation is uncomfortable because it forces us to look in the mirror. Almost everyone thinks they're customer-centric. But when you honestly examine how often you call, ask, follow up, and deepen relationships, the gap between intention and action becomes painfully clear. The businesses that close that gap? They're the ones that grow sustainably, predictably, and profitably. Without being dependent on constant prospecting. **Win a copy of Elien's book!** Share your funniest sales conversation moment in the comments below for a chance to win "Klanten voor het leven." Thanks to our partners: Teamleader (win a duo ticket to the Work Smarter Event on June 4, 2026 - details in the episode) and ODTH - First Class Logistics.