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Take the time and effort to serve and delight them at every possible touchpoint. Demonstrate that you know they're savvy and sensible through honest marketing. Be considerate through your sales process, and don't cast them by the wayside once they become customers. Provide the kind of customer service that they'll want to talk about Reset And be straightforward and ethical beyond that. Your sales team has to be upfront about pricing and how your offering can legitimately help prospects. If your organization makes a significant misstep, own it, and address it as quickly as possible