The Devil's Advocate

Action points

• Calculate the possible lifetime value of your best customers if they keep purchasing from you. That’ll put things in perspective.
• Let your team know that what matters is the long-term loyalty of customers, even if that means forgoing short-term sales.
• If you are weak in a particular area, don’t fudge it, but try to form a strategic alliance with a company who can provide this, without cannibalising your business.