It costs much more to acquire a new customer than to keep an existing customer. Everyone knows that---they teach that in customer service 101.
And today it is easier to stay close to customers, keeping them informed of new products, new uses for products they already purchased from you, and special deals and offerings you have in the works.
Many businesses have a seasonal aspect; whether it's the typical retailer's season in the fourth quarter of the year, the spring and summer period for products like lawn tractors, or those that focus on winter hobbies, you can stay in front of your competition by offering year round information, time saving tips, and communications.
Even if people are packing away those tractors for the season---think coupons for repairs or maybe a clearance sale for that guy who dreams of a replacement model for next year's lawn. This can be done relatively inexpensively through your website, social media, newsletters, and business blog.
Year round connection, a club-like atmosphere, personal communication---means you'll be hanging onto the customers you already have. And new business marketing can focus on new business---not only replacement.