Customer acquisition is the process of attracting new customers or clients to your engineering firm. It encompasses the whole buyer’s journey, from the new lead to a full-on paying customer. The targets for this acquisition process are those people who aren’t aware of your products and those who have previously bought from your competitors. Firms should be prepared to budget a substantial sum for customer acquisition and retention, as both are extremely important. Typically, the cost of customer acquisition is factored into the value customers provide to your engineering company. The whole process may take a long time, depending on your particular product or service. Regardless of the timeline, your strategy should facilitate the stages of attracting, converting, closing, and retaining consumers.