ou may wonder why so much emphasis is placed on maintaining/sustaining customer relationships? The rationale is the very existence of business. It costs 10 times as much to replace an existing client versus retaining them. People buy from people they like and trust. Trust is something that needs to be proven over time. In our free course textbook, 'Selling By Objectives: The Handbook for More Profitability in the 21st Century', Dr. David Hinkes has shown that you may optimize relationships in building your personal brand by practicing these eight exclusive objectives: quality, reliability/responsiveness, simplicity, flexibility/convenience/accessibility, creativity/innovation, versatility, efficiency, and value. How will you maintain relationships with your customers