One of the least understood secrets of successful marketing is the ease with which new business may be won. As powerful as you may be with that knowledge, your power increases when you comprehend the importance of gaining that new business in the first place.
Although it now costs you six times more to sell something to a new customer than to an existing customer -- which is why guerrillas market so caringly and consistently to their customers -- there is a constant need to increase your customer base. Therefore, you're got to be willing to turn cartwheels in order to get a human being converted into a real live paying customer. Break even or even lose money in the quest for a new customer because your investment in securing these precious souls will be returned manyfold.
Once your prospects...
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