Ever since Ted Levitt wrote “Marketing Myopia,” marketers have understood that the purpose of a business is finding and keeping great clients. Over the years the emphasis has shifted much more to finding any client as opposed to great clients and in the process many of our best clients have slipped away from us because our emphasis is on new accounts versus client retention. This is often the fault of misdirected management who are overly concerned with immediate growth metrics as opposed to creating apostles from existing clients.The message is simple. The more effort that is put into having your best clients overwhelmed by the service that is provided to them, the more growth you will experience in almost any service business.You will learn the techniques to make the next twelve months your personal best.
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