Cost-Efective Small Business

Will your existing customers give you a testimonial that you can use?

Encourage your current customers to refer their customers to you. Maybe have a referral code for discounts or extra services, etc.

Ask your customers directly if they can suggest other customers that you might want to contact.

What additional product or service can you provide for your current customers?

Humans crave personal contact. So whether it is meeting customers face to face, doing product demos at the local supermarket, or talking to a live person on the phone, the personal touch will get you more customers. It is time consuming, so make sure the payoff is worth it.

Similar to above. Have your customer explain to the boss how great this software package is on their home device and demand that the office computer have it too. If you are marketing a product, have your customers repeatedly ask the bigger retailers in your area "Hey, I use _____________ but I can never find it in your store. Why don't you carry it? Would you consider carrying it?

In most businesses, there is more than one player in the space. Usually many more. A customer may buy more than one product. May switch from one service to another. May have both services for different reasons. You gaining customers does not correlate to your competition losing customers. Gaining a larger share of the market is of course a different thing; but few of us will have a need for that macro view of our customers and our marketing strategy.