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Take the time and effort to serve and delight them at every possible touchpoint. Demonstrate that you know they're savvy and sensible through honest marketing. Be considerate through your sales process, and don't cast them by the wayside once they become customers. Provide the kind of customer service that they'll want to talk about Cleared Consumers tend to trust their fellow customers more than the businesses they're buying from. Real customers' experiences are often seen as more objective and hold more weight than a company's clear-cut marketing