Salespeople understand that prospecting is important, but very few recognize that building relationships with existing clients can be far more valuable. If we manage to keep clients on a longer life cycle, it most certainly builds a stronger revenue foundation than single-deal customers.
Just doing a good job on a project shouldn’t be the end goal. Client satisfaction means nothing if 6 months down the line they forget who it was who did such a fine job. This is why it is important to stay connected with the existing clients – not to sell them anything, but validating them of their importance and value.
If you connect properly, they’ll stay. And they will buy, again.
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