When I opened up a business checking account with my bank, they gave me free checks. When we ran out, we ordered more to the tune of about $100 or so. Why am I telling you this? Because I can't figure something out.
How many times have you seen promotions for "new customers only"? I get the idea - offer a discount to get the business, and hopefully you will have a repeat customer. But did you ever hear the expression "treat your customers as your best prospects"? It is a great expression that unfortunately, many businesses don't think about. Unlike a regular prospect, your customer knows you and presumably likes doing business with you. Just as important, you don't have to spend all the time and money to convince the customer to do business with you as you do with a regular prospect. But that doesn't mean that you shouldn't invest in them. Why? Because your competitor will offer them "free checks" and other things to get them to come over. If you are willing to give "free checks" to someone new, why not do the same for your existing clients?
Now I am not going to switch banks over $100, but writing that check did remind me that my competitors will bend over backwards to steal clients - so I better put the same effort into reselling them as I do with prospects.