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Module Five: Generating Return Business
business. Experts believe that it costs at least five times more to attract
new customers than it does to keep existing ones. If you think about
the cost of advertising and salespeople, you can see why winning a new
customer is so much more expensive.
Your customers are like everyone else. They want to feel appreciated. If
they feel that you have forgotten about them as soon as a transaction is complete, they may take their
business elsewhere. On the other hand, if you show a genuine interest in keeping in touch with them
and meeting their needs, they will keep coming back. We all like to do business with companies we
know and trust. You should strive to be that kind of company.
There is a place in the world for any
business that takes care of its customers —
after the sale.
Harvey MacKay