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There are two critical sales every entrepreneur makes – the first sale and the next sale(s).

The first sale is by far the hardest. That's because you have to overcome all the customer's objections and skepticism to get that all-important first “yes!”

Not only that, but with brand-new customers you have to establish your credibility and give them plenty of good reasons to choose you over the competition.

A LOT of work goes into getting that first sale. But if you want to succeed in the long run, one sale isn't enough…

That's why most successful business owners work at creating long-term relationships with their customers – they keep creating new offers that offer value. And it's these sales – the second, third, fourth… and fifteenth – that are the easiest you'll ever make.

Subsequent sales are easier because you've already done the hard work and established a level of confidence with your customer.

You're no longer a random, faceless person on the internet. Now, you're a trusted advisor – someone they can rely on to be in their corner and help get them one step closer to their dream.

If your customers have bought from you before – and gotten great results – they've already convinced themselves you're the right choice for them. They know you're the real deal, so there are no objections or skepticism left to deal with.

In other words, they trust you 100%.

If the first sale is about bringing customers and clients into your world. The following sale (hopefully sales) are about building and cementing a powerful bond by offering continuous value and solving new problems.

Of course, every business needs to devote time to attracting new customers, whether that's using ads or organic traffic. But as markets get more and more competitive, and the cost of acquiring new customers via ads skyrockets, it's important to remember that it's your long-term customers that hold the key to your success.

Here's another way of thinking about it – the purpose of the first sale isn't to get the sale… it's to get the opportunity to make the second, and third sales – to build the kind of long-term relationships that will fuel your business growth.

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