One of the projects we do for one of our clients helps them communicate better with their partners in car dealerships through workshop meetings. The other day, I had a chat with the client about what these dealers were saying.

On the one hand, there were those who complained about the Cost of Repeat Business: «There is no loyalty anymore, and besides, loyal customers cost money: we give them discounts, and so the margins are worst, and we have to pay them attention and waste time with the small talk they need. Much better to focus on promotional efforts and sales contacts.»

On the other hand, there were those worried with the Cost of Indifference: «It's hard work to remember customer's birthdays and the stories of their lifes and sometimes it looks like it's for nothing because they end up not buying anyway... but we have to keep doing it...»

Guess what: now that the market is slumping and sales are dropping 30% or 40%, who are the guys still alive and kicking? You guessed it: the ones worried with the cost of indifference who have been building relationships and taking the time to pay attention to their clients.

It seems there's no client like a happy client!