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Future Business Key Element In Sales

Date Posted: 2006-03-17

A challenge facing many businesses is how to maintain a constant stream of customers in order to provide a regular cash flow.

One method is to choose a location that ensures a steady flow of traffic past the door, creating a constant awareness of the business. While position is important, it is not always possible to afford or be lucky enough to occupy a prime location.

Another method is to advertise sales or other specials, which are designed to bring customers, both new and existing, into the store or business. While this method may prove successful in increasing sales in the short-term, often the true ongoing value of the sale is overlooked. That is, one of the desired outcomes of the promotion should be in capturing the future business of those customers.

Future business?

It is a commonly overlooked that a customer’s true worth lays in their value in subsequent business dealings.This can be demonstrated by a reverse view, in that poor service, low quality goods or other undesirable factors in the customers eyes, is quick to bring the business into ill repute. Business failure or a dramatic downturn in turnover can result. Equally, a favorable outcome for the customer means they will not only be more likely to come back, but also to tell their friends about the experience.


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