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In his groundbreaking book on customer service, “Customers For A Lifetime”, author Carl Sewell explains how businesses can justify spending more on customer service based on the lifetime value of a customer.  Carl Sewel, the owner of the Sewell car dealerships,...

When you look at a balance sheet, advertising is listed on the expense side of the ledger. That’s how many business owners view advertising - as an expense. It’s a liability to them.  In their eyes, it takes away from the bottom line – not add to it. The goal is to...