In the world of sales, the value of relationships is well understood. A key business goal is to generate repeat customers, to establish a sense of trust and loyalty. This is because, in general, the cost of servicing a repeat customer is lower than the cost of finding and closing new business. Sometimes, it is also true that loyal customers are willing to pay higher prices - or, in the case of less scrupulous suppliers, can be taken advantage of because they are less likely to price shop.
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