“Future success requires more than sales transactions. It requires winning second sales that build a trend to relationships. Amazon is a master at using data to leverage multiple sales and building relationships through Prime. However, traditional bricks and mortar retailers like Nordstrom’s have employed sales talent to build relationships with customers that last for decades. The critical key is CRM (Customer Relationship Management). Increasingly that engagement needs to be the point of interface where the customer chooses to engage.
There is no single model for success. However, measuring and managing the second sale is a critical metric for changing the paradigm from acquisitions to retention.”