Sell to someone once and they are a buyer, not a customer. The definition of a customer is someone who buys from you repeatedly. The very definition of a business is an organization that profits from trade repeatedly. This means that sales is not about one-time wins or one-off deals; it is about building lasting relationships and growing the value of your customers over time. In fact, first time buyers are typically not even profitable; they are simply an investment. It is only through cultivating long-term customers and repeat purchases that businesses succeed. This perhaps excludes used car lots, Christmas tree sales, and funnel cakes at the county fair, but nobody wants to run those businesses anyway.