Salespeople, especially those who get paid on commission, sometimes forget the bigger picture, focusing on volume instead of the quality of the sale. Remember that to keep a customer's business is more important than to close a sale. Research shows that it costs six times more to attract a new customer than it does to keep an existing one, and customers who believe that you have their best long-term interests at heart are more likely to stay with you. Happy customers are the best and most effective way to find new customers, as word-of-mouth recommendations will bring you more business. To ensure that you accurately track your customers, your business might want to invest in customer relationship management software.