Protecting your investment

The subject is client retention:

Don't Forget Your Current Clients

Most sales representatives spend far more time researching and preparing for calls with new customers than they do on preparing for calls with existing customers. This is because they believe they "know their customers" and that they have already won their loyalty.

In fact, rapidly changing conditions are affecting your existing base just as strongly as they are affecting prospective customers.

Maintaining a keen awareness of your current customers' issues and concerns and taking steps to strengthen your relationships can make the difference between falling behind and continuing to thrive, even in the current hard times.

Source: Ed Emde, Executive Vice President of Wilson Learning Corporation (www.wilsonlearning.com, 2009)

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