True story: Recently, my daughter was at a major brand car dealership with her boyfriend, intending to purchase a pre-owned car. Note I made up the numbers for the sake of my daughter's financial privacy, but the takeaways are still the same. The dealership asked for, let's say, $26,000 "all in" for the car, but my daughter had already decided that $20,000 was the most she would pay.

Oftentimes our sales strategy is so focused on closing the deal with new clients, that we forget one of our largest potential revenue sources: our existing customers. Past or current customers are already familiar with your brand, products, and sales process, and have built up a significant amount of trust. That’s why it’s up to six times cheaper to sell to a previous customer than a new one.