The beginning, not the end

The deal isn’t “closed” when you make a sale.

When someone buys your service, that’s the beginning of a relationship, not the end.

When someone buys your merch or plush toy, that’s the beginning of a relationship, not the end.

When someone buys your anything, that’s the beginning.

The service is a promise made, that must be kept. The plush toy is an invitation to make a brand a part of your world, and must mean something from now on. Sale may be a part of brand building, but branding building isn’t part of sales.

Think about what you’re really building. If done right, it might be much bigger than you think.