Making a Living Your way logo.

If you would like to be notified when I publish new blog posts, please opt-in here

The Short-Sightedness of “Just Making Sales”

Close-up of blindfolded woman representing thhe short-sightedness of "just making sales."

Most business people, when they think about sales and marketing at all, focus on getting new customers, Yet very few businesses can make it long-term on one-time customers. The marketing acquisition cost of first-time customers is just too expensive for most businesses – it eats up too much of the gross profit.

Businesses must keep and grow customer relationships if they are to thrive. Not only is it more efficient (read less expensive) to communicate with current customers than to broadcast for new prospect leads, but the sales conversion rate is higher with current customers. 

If you’re doing a quality job, you have delighted the customer the first time around with your product and customer services, so you’ve established a level of trust. That leads to a greater likelihood of buying additional products and/or services from you.

You need to focus on getting new customers, yes, but you also need to put some attention on keeping your current customers and growing your relationship with them so they contribute gross profit to the business on a continuing basis without the high, offsetting costs associated with acquiring new customers.

In short, you need to be customer-centered, not sales-centered.

Related Posts:

“The “Sales Hourglass” – The Most Important Concepts You Must Know and Embrace to Create a Profitable Business”

“The Hidden Aspects of the 80/20 Rule That Can Transform Your Business…Let Alone Your Entire Life”

“Somebody “Out There” Has Whatever You Need for Your Business – Find Out Who It Is and Make It Worth Their While to Share It With You”

“Why Services are More Challenging to Sell Than Products”

“Why the Pricing of Services is Far More “Flexible” Than the Pricing of Products

“Why You Usually See Three-Tiered Service Pricing”

“The Tyranny of Lowest Price”

“MBA Degree in a Blog Post

What is a Brand? Really. You Wouldn’t Believe What a Time Marketers and Entrepreneurs Have Trying to Define It

An Oft-Overlooked but Critical Thing to Understand About Keyword Search Advertising”

Why It’s So Smart for Entrepreneurs to “Fail Fast”!

“Strategies for Practicing Customer-Centeredness”

“Differentiation and Positioning – The Keys to the Value Proposition of Your Business

“The Concept of “Exchange” and How It Impacts the Value Proposition of Your Business”

“What the Internet’s Elimination of the “Information Deficit” Means to Every Business”

A Principle You’ll Never Regret Adhering To

“What is ‘Quality’ Anyway?”

“On Being Customer-Centered – the Lifeblood of Your Business”


Leave a Comment

Your email address will not be published. Required fields are marked *