You chase, advertise, pitch and door-knock. Then, finally, the customers start coming in.
We celebrate, set the next sales target and repeat.
But wait, what about those new customers? Did they get what they wanted? Did they buy something else? Do you have their contact details? What was their experience like?
We forget that it’s so much easier to retain customers who are already inclined to buy from us (based on past behaviour).
Instead, we search for the new, unconquered land of more. More targets + more ads = profit. Right?
We can’t afford to treat a transaction as the finish line. It’s only the beginning.
Marketers must cast off the Indiana Jones mentality and focus on delighting the customers they worked so hard to persuade.
Looking for more sales isn’t bad, but your previous customers are important too.
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