"Stage Savvy: Ways to Lose Your Customer" by Angie Fiedler

It's an oft-quoted phrase of sales and marketing that it costs 10 times more to get a new customer than to retain an existing one. Whether or not that statistic is right, it does make logical sense that it costs more money to attract the attention of someone who doesn't know your product than to maintain relations with someone who already is familiar and uses your product.

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