Your regular customers with a loaded shopping cart have to wait in long lines. By having sales, you gradually convert your relationship buyers into transaction buyers. Instead of thinking about recognition, service, helpfulness, and relationships, you gradually train them to think only of the price of your product. You train them to check the prices of competitors and to use the Internet. They are unhappy with the price They are unhappy with the product They are unhappy with the way that they are treated.
Managements always focus on reason number two.
If we just cut our price below Company X, and let everyone know it, our customers would never leave. But research in a wide variety of industries shows that reason number four is the most common. Know who they are . Keep track of them in a database. Let your employees at every branch, or on the telephone, who your gold customers are.