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"Don’t fall into the trap of thinking there’s an infinite supply of new customers out there for the taking if only your marketing and sales departments would do their jobs, seeking out and converting more leads. Tell yourself instead that not only are customers a limited commodity, there’s no such thing as 'customers' in the plural. Rather, there’s just one customer: the one who’s being served right now."
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"Humanize each customer interaction, in order to turn your product or service into much more than a commodity. In your customer's mind, commodities are interchangeable and replaceable. (A dangerous state of affairs for your business.) Humanized relationships are not."
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