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A lot of people go into business thinking the asinine notion that every customer is going to be just as good as every other customer is. While it is true that every customer will help you to grow your business (as well as helping you to keep the lights on), it is also going to be true that a business is only as good as the repeat clients it can generate. While a single sale is nice, knowing that your customers are going to buy from you again and again, as well as refer others who will buy from you, is an absolute slam dunk.
For one thing, your best customers are not just going to be flashes in the pan, who will buy from you once or twice and then scurry off into the shadows like little rodents. Your best customers are the people or companies who buy again and again, because they see that what you have to offer is a tremendous value to their lives. These are the folks who will buy even if you raise your prices (for the most part, within reason), because you are still adding a whole lot more value than the cash that they invest into your offering.
Of course, repeat sales are not the only benefits that a great customer is going to bring your way. The other great thing about a great customer is that they will give you referrals. A referral is worth its time by a factor of a hundred. Those are sales which you marketed through actually doing great work, which in turn make them the most powerful (and likely to themselves become repeat clients) that you are ever going to get.
