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Sellers work too hard to sell a customer only to have the relationship end in a one-time sale.  I believe a NO sale is better than a one-time sale in most situations.  Here are 5 reasons why:

  1. A lack of ROI tied to business problems is usually the reason for a one-time sale.  Word travels fast when a seller does not deliver results.  This makes it harder to sell other customers.
  2. Short term revenue gain in exchange for long term negative PR that may result from a one-time sale is a bad deal for all involved.
  3. Contrary to popular belief, there is a limit to the number of quality new business prospects.  It’s foolish to burn through prospects by selling them once.
  4. In most situations it takes the same amount of time to close a low dollar, one-time sale as it does to close the first sale (of many) in an ongoing sales relationship with a customer.  Additionally, subsequent sales to existing customers take less time than selling the first deal to a new customer.  Priority management leads to efficient use of time.  Making long-term business development a priority over one-time sales is a more efficient use of time.
  5. Successful organizations are built on a foundation of long-term customers.  Improving sales performance via long-term customer relationships is a better strategic move than the alternative.

Does this theory work for you?  Are there exceptions worth consideration?

I am conducting some research related to one-time sales.  I’d like your input on a simple 5 question survey about this topic.  Please click below and take a few minutes to provide your thoughts.

One-time Sale Survey

Leave a comment or drop me an email if you would like to continue this conversation.  Feel free to share this post with a friend or business associate.

Kurt Sima is VP/Sr. Consultant at the Center for Sales Strategy

kurtsima@csscenter.com 740-405-2960




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