Getting to Know Your Customers
In this section, knowing the people who are going to part with their money will help you surprise and delight them. It is the only way to ensure they come back!
There are two ways that knowing your customers helps. First, if you are a service business, as I am, it helps you build relationships. However, even in a business where you will never meet your customers in person, they still need to feel known by you.
Second, it helps to know your customers because you will know enough to be able to do well enough to encourage them to come back. What you will learn quickly is that winning a new customer is hard. It is really, really hard. Therefore, if you get a new customer, you need to do what you can to increase ...
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