Transactions, conversions, closing the deal. All good stuff in the grand scheme, but not what we should be focusing on when building sustainable relationships with customers. The problem is that when a transaction is the only goal, there’s little focus on keeping the customer coming back for more. Ten different people who make one-and-done transactions with your business may look the same in a spreadsheet, but one person who makes ten purchases over time is a much better indication that you’re doing something right.