Most businesses profit more from additional sales than they do from a first sale. For that reason, it’s important to know whether you want a customer for the long term or if you’re making a one-shot sale.

I hope you don’t mind me sharing a short story with you about what happened on July 5th, 1998.

While on a family vacation, my wife Amy and I with our four kids straggling behind made our way to see Mount Rushmore for the first time.

We had to park about a mile away because there were a ton of cars and couldn’t get any closer.

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