Here's my business tip this week: Treat your customers as if they're prospects.
You know how this tends to work: When you have a prospect you're trying to turn into a customer, you go out of your way in every way possible. You offer not only the best prices but also lots and lots of attention. And then if he or she signs up, your attention moves elsewhere. But if you continue to treat your customers as if they're prospects, you'll find that you have a much better chance of keeping them forever. If you want to know more, take a look at a column I wrote called The Return of Customer Loyalty.
Last updated: Aug 28, 2007
Street Smarts columnist and senior contributing editor NORM BRODSKY is a veteran entrepreneur who has founded and grown six businesses. @NormBrodsky