The purpose of a sale and the purpose of a client
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Its easy to think that the reason we want a new client is so we can make a sale however it’s more profitable when we begin to think that the purpose of a sale is to get a client.
(It’s OK if you need to read that twice!)
The real wealth in your small business lies in the quality and quantity of relationships that you have with prospects and clients.
If you have a relationship of trust and respect with many prospects and clients you can make multiple sales to them over an extended period of time - so the real value lies not in the sale, but in the client.
This different way of thinking will cause you to re-evaluate how much you are prepared to invest in order to get a new client.
It will also make you think very carefully about the levels of service you provide to those clients and how to respond when you have a client complaint to deal with.