It is so much harder to gain a new customer than to keep an existing customer, so, why are businesses so obsessed with new sales, rather than the success of their current clients? In this article, I will take you through why you need to focus on delighting your current customers, and why this will lead to more sales in the long run than spending all your time on new prospects. When you look at your sales pipeline, you must ensure that the steps that take the lead from becoming aware of your business, through to becoming a prospect and finally a client, doesn’t stop there. In fact, instead of thinking of your pipeline as a funnel, think of it as a circle. Your clients still need nurturing after the sale as much as beforehand. To make sure that you know where your contacts are on the journey from lead to customer, you need to keep track of your customer relationships. Unless you are a micro-business that knows each of your clients personally, then you need to consider whether it is the time to get something to help you.