The strength you need comes from being attentive to the answers from the
questions you ask. The old school of sales also concentrated on closing new
business, rather than on nurturing existing business so that they would provide
greater sources of revenue. That's why many industries, including the
telecommunication industry, are suffering from the "churn" syndrome: a constant
influx of new customers, while existing customers are heading in another
direction. Here, customer is loyal only until a better offer comes along.
Imagine what could happen if you created your own "positive churn effect" by
luring away your competitor's customers? Not by lowering your prices or
providing monetary incentives, but by acting as the invaluable resource they've
always needed? Your existing customers will be likely to stay put, because the
relationship they have with you - a trusted professional ally -- will be so
important that they won't want to give it up. Your business in this case will
only become susceptible to competitive pressures when your competition offers a
better overall relationship than you offer. By relentlessly monitoring your
customers' needs and wants, you will be able to then make the appropriate
modifications to your service offering, and stay ahead of your competition
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