(Optional) Explain key factors in building and retaining a clientele.

Explanation should include the factors that contribute to building and retaining a clientele, including

• word-of-mouth recommendations
• permission marketing (i.e., developing relationships to generate future business)
• conveying authenticity and passion
• reputation
• product quality
• personal customer service
• sales follow-up
• listening and relating to customers.

Process/Skill Questions:

• What are the advantages of building a client list? What resources are available for building a client list?
• Why does it cost less to retain a customer than to obtain a new one?
• What sales techniques can be used to retain customers?
• What technologies exist to help businesses reach new customers?
• What technologies or technology-based strategies exist to help retain customers?