Investing in your future

Last time we talked about creating memorable impressions.
This week we’ll talk about your two most valuable assets.
Do you think assets are only cash, inventory and equipment?
These are valuable. But two assets are even more valuable.
Can you guess what I mean? I’m talking about clients and time
The bad news is that time is finite. We can’t make more of it.
We must do the best we can with our limited supply.
The good news is that clients are infinite.
We can acquire more — and even more profitable ones.
But we must take great care with the ones we acquire.
Your competitors are eager to lure them away.
Mail order business owners value their clients.
They appreciate the cost of acquiring a client.
Do you know what it costs you to acquire a client?
If you don't, you should. Start tracking acquisition costs.
Lost clients erode your income and cost you referrals.
Acquiring clients can be costly but pay off in the long term.
You may lose money on a first sale to make future sales.
Think of it as the price of acquiring a client.
Think of this as an investment in a client’s future business.
More about this next week. For sales advice, click here.
P.S. If you’re in S.C., please come to my autograph party.
It’s noon - 2 Saturday at Lexington’s Family Christian Store.
That’s at 5541 Sunset Blvd (U.S. 378) across from Wal-Mart.
I'll personally autograph my books for those on your gift list.