You aren't spending enough to attract new customers

09/29/2011 | BNET

Most small businesses don't spend enough on reaching new customers, writes Jeff Haden. Sales costs should be viewed as an investment, and small-business owners should focus on drawing repeat customers, he writes. "First determine the reasonable short-term return you are willing to accept. ... Then focus on ways to expand your products and services ... so you can further leverage the value of an acquired customer," he writes.

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