Instead of the kind of apathy that loses customers forever, constant attention and follow-up results in healthy back-end sales. This means repeat sales, ancillary sales and referral sales. And this means big profits to you -- because it costs six times more to sell something to a new prospect than to sell that same thing to an existing customer.

These days, all the true marketing experts ask you to calculate the lifetime value of a customer. If you don't understand the damaging effects of apathy after the sale, that lifetime value is pretty small, probably a few hundred dollars, if that. If you do all in your power to prevent apathy from ever setting it, the lifetime value of each customer may be measured in hundreds of thousands of dollars, maybe even more. You'll profit from the initial sale, from the repeat sales, from the referral sales and from the long, mutually beneficial relationship. It happens only when you defeat the most deadly enemy of marketing. And now you know how to do that.

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