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| Customer cultivation is centered on creating “active references” — customers who can freely and positively speak to media on your company’s behalf. It is focused on convincing your customers to go to bat for your company at a moment’s notice in an on-the-record media interview. This differs sharply from “passive” customers who only provide pre-approved quotes for news releases and brochures. There’s a vast chasm between the two. Active references lend credibility to the benefits of a company’s products and services and create belief with the press, industry analysts and potential customers. |
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