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Finding a customer to make a sale vs making a sale to find a customer

The way you think about sales dramatically impacts the growth of your business. 

When you are finding a customer to make a sale, you are thinking short-term, about promotions, about putting your product in front of many people so that someone would buy. And then you rinse and repeat. 

But when you make a sale to find a customer, your thinking shifts. Because once you have found the customer, your number one concern is to nurture that relationship and make sure they are delighted, so they bring referrals. In this case, your customers become your sales force. And your cost of acquisition drops. 

When you make a sale, and the customer is not telling anyone, your product or service is likely not that good. And that is normal when you begin. You need to continue to iterate on it, have conversations with your customers and improve it. Asking for feedback is crucial if you want to create value for your audience and not just for yourself. You might discover that what you thought was high-value, your customers actually don’t care for it. 

Another shift that happens when you focus on your relationship with the customers and not the sale is that you focus on creating value over time for that same customer. Then they might choose to pay for a subscription or purchase different, more expensive items from you. They are now on a journey with you, instead of getting their money and forgetting about them. 

I have only recently discovered this for myself, so I am looking for ways and tools to help me build that relationship with old customers and allow them to help me make my offers better. 

(credit Alex Hormozi)

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