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I started my career in sales. In sales, you learn very quickly that it is much easier to sell to an existing – rather than a new - customer. The fact that existing customers are valuable isn’t a difficult concept to grasp. Customer loyalty researchers report that companies, on average, lose about 50% of their customers each year; that it costs 20x more to do business with a new than existing customer and a minimal reduction in customer defection rates can boost profits significantly.