Customers aren’t like buses – there isn’t a new one coming along every 20 minutes.

 

Sales professionals typically have a finite list of customers. In other words, the list does not get any bigger! Sure, some businesses will expand, some new businesses will open, but at the same time others will fail. The total number of customers will probably be somewhat constant, so the math is pretty simple. The more customers a sales professional has a good relationship with, the better. Despite the fact that customers in the alcohol beverage business have to buy from specified distributors (by law), if you start alienating accounts, then you will surely see your sales receipts begin to fall. New customers will not magically appear like the bus does on a cold morning (after a while, anyway).

 

That's just the way it works