Dan S. Kennedy says, “In No B.S. Guide to Maximum Referrals & Customer Retention, business coach and consultant Dan S. Kennedy and customer retention expert Shaun Buck present a systematic approach to help you keep, cultivate, and multiply customers so you replace income uncertainty with reliable income through retention and referrals. This edited excerpt discusses the importance of focusing on relationship-building instead of prospecting to grow your business.

Business owners think about marketing as outward, not inward, as external, not internal. They are focused marketing to the public, and new prospects, and never think much about marketing to their existent customers. Some build complex “marketing machines” for external purposes but never build a Relationship Marketing Machine. Most aim for sales. Few aim to create relationships that drive sales”.

Why Cultivating Relationships — Not Sales — Will Increase Your Profits

Entrepreneur

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