The hardest sale for most businesses isn’t new customers.
It’s existing customers.
The company you didn’t pay much attention because you thought they were “easy money”. So you didn’t try your hardest. You didn’t communicate often. You didn’t look after their interests. Wait, they’re leaving?
The company you sold something to then forgot about. Because they’re done. Because you didn’t have another thing to sell them right this instant. Wait, they’re not interested anymore?
When someone gives you their trust and you don’t revere that… when reality and marketing don’t align… this is not an “easy sale”. This is harder than winning new business.
Earning trust isn’t the hardest. Earning trust again is.