Every current customer provides you with three distinct levels of value: the value of what they’re buying from you now, the value of what they could be buying from you, and the value of influence. It’s important to protect the first level of value with great quality and service. It’s also important to maximize the second level of value by making sure that every customer is fully aware of the breadth of your product line; in other words, everything they could be or should be buying from you. Finally, there’s a huge opportunity to leverage the third level of value by gaining testimonials and referrals from your current customers. Most printers seem to be satisfied with the first level of value. Don’t be! A little more work with each customer can bring you a lot more value!