A client of mine in the spa and pool industry expressed concern that his sales had grown stagnant. He was still advertising and working on lead generation, but new customers had slowed to a trickle. I asked him, “As a percentage of your marketing efforts, how much is devoted to new customer acquisition and how much is devoted to current customer sales?”“What do you mean current customer sales?” he asked. “Once we sell a spa to a customer, that’s it. They’re not going to come back and buy another spa one week later. A lot of our customers come in
