On today’s program, Michael Rogers talks with Sara Barco, owner of TRUE Self Consulting and a VIP member of the Small Business Association of Michigan. Barco, a self-described customer retention detective, helps small businesses, service providers, and teams identify where they’re unintentionally losing customers and how to keep them engaged for the long haul. She stresses that retention is just as, if not more, important than attraction, calling it the hidden engine of business growth. “We all know that it costs far more to attract a new customer than to keep the ones that we already have,” she says. “And yet, most businesses pour all of their energy into marketing and very little into what happens after the sale. When you retain customers well, you create consistency, referrals, and that brand trust that we all want to need. So, I hear a lot of people talk about referring to retention as that repeat revenue, which it is, and that’s great. For me personally, it’s also about building that community around the work that you’re doing.”
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