There is an age-old adage that says make new friends but keep the old, as one is silver and the other gold. These words couldn’t ring truer when it comes to your customers as a single deal will rarely bring the same value as multiple deals over an extended period. No one is implying that costs and attention shouldn’t be dedicated to new client acquisition. They absolutely should. We’re just bringing light to the idea that building a foundation of repeat business is the recipe for not only long-term success, but for profit predictability.