CHAPTER ELEVEN
GETTING RESALES AND REFERRALS
What lies behind you and what lies in front of you, pales in comparison to what lies inside you.
—Ralph Waldo Emerson
THE COST OF ACQUIRING a single customer today, especially in business-to-business selling, real estate, insurance, and in high-tech products, can be enormous. The expenses of time, travel, advertising, lead generation, presentations, proposals, and preparation can be hundreds and even thousands of dollars for a single customer. Acquiring a customer at this cost can put a company out of business unless that customer buys again and again, or becomes a dependable source of recommendations and referrals.
In selling today, we live in “recommendation nation.” Your success as a salesperson ...
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