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Within customer acquisition, relationships are the fundamental enablers or drivers in several key areas. It is important to remember that relationships are not a substitute for performance – rather, they are complementary to it. In fact, performance trumps all. To be successful, you have to begin with a product or service that performs superbly in the market. Once you have a strong core product or service, it is very easy to build around it.

I have never known a business that can survive without…

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