We should all be working to build long-term customer relationships. A one-off, quick-hit sale can be easier to achieve, relatively speaking; but that sort of approach to customers leads to more of the same – a lot of work for limited gain. Whereas, with a little more effort and deliberate planning, a long-term relationship can be built which is more likely to produce repeat business and brand loyalty – and proportionately greater gain in the long run.
When you consider the cost of acquisition for new customers versus the effort to maintain a long-term customer relationship – and their comparative value to your business – the effort and planning are more than worth the investment. You can take comfort from a reasonable expectation that you will see more reliable returns with a long-term customer – and probably enjoy each successive transaction more as the relationship develops.
