We all know that it is cheaper to win business from an existing customer than to find a new one. Even so, it's easy to take long-term customers for granted. The danger is that once you start to take them for granted, you begin to lose them.
No matter what your business, your customers have a relationship with you. The stronger the relationship they have with you, the more loyal they will be. It'll then be harder for a competitor to lure them away.
I've mentioned before the parallels between buying decisions and relationships. The process of nurturing a new customer is similar in many ways to meeting and dating a new love.
And the parallel doesn't end there. In both situations, it’s not uncommon to find that relationships somehow get neglected over time. We are all familiar with divorce rates reported in the press. Do you know how many of your long-term customers quietly decide to move to a competitor?
If your sale is quite transactional, It’s easy to forget that you need to sustain your customer relationships to avoid them drifting away.
So how do we “keep the magic alive”? Funnily enough, this might start to sound a little like marriage advice:
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