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Keep Customers for Life

A direct sale to a commercial customer today costs more than $400 in terms of time, travel, advertising, lead generation, and other expenses. Acquiring a customer at this cost can put a company out of business unless that customer buys again and again.

The best salespeople and the best companies implement strategies to acquire customers and to keep them for life. Your goal must be to develop long-term customer relationships and then hold on to them in the face of ever more aggressive competition.

When you install a customer acquisition and retention strategy, you do more to build and maintain long-term customer relationships than ever before. By continually thinking in terms of “customers for life,” your success ...

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