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An Idea A Day by David Thompson

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SALES

TAKE A LONG-TERM VIEW

Patrick Forsyth

IT IS AN old maxim of the world of selling that the job is not to make a sale, but to make a customer. The implication is that the business you obtain over the longer term is more important than clinching a single deal today, and there is certainly some good sense in this view. Sometimes this philosophy can be taken to extremes, and still make sense.

Let me prefix this idea by summarizing my experience with the cellphone company Vodafone. I have just wasted at least two hours of my time discovering that it cannot supply what I want. I went into a local store to ask, and was told the company could ...

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