3. Before the Explosion: Winning Your Customer

The goal is to get, thrill, and keep the customer—in that order. Your job is to build your customer’s loyalty to you long before you ever make the first sale and continue building it so the next customer comes on the first customer’s recommendation.

Ever hear the phrase the tip of the iceberg? Supposedly, 90% of the iceberg is below the surface, where it can’t be seen. People see a few hundred feet of ice in the ocean and assume that’s all it is. What they don’t see is the few thousand feet below the surface, extending down to the depths of the sea below.

Or, how about a skyscraper? Hundreds of stories tall (and a BASE jumper’s dream) rising like a spire to the sky. But how come the wind doesn’t ...

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