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Chart the number and percentage (to total) of new customers (sold to) for the entire year.  As important as old customers are, new ones are even more important.  You need new blood coming into the company.  Some of the old customers will leave because buyers leave and their business follows them or they are bought out by another firm with contracts in place.  You must have new incoming customers on a regular basis and you need to encourage your sales reps to land new customers.  This is why you need to reward those sales reps who can convince a new buyer unfamiliar with your company to start doing business and place an order with your firm.  Those initial orders are very hard to get and deserve great attention to the sales rep who got it done. You need new customers continually and should pay handsomely for them to encourage the rest of the reps to follow.

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