During the past few years, Michael Pallini, author of Courting the Customer: A workbook to help you better understand the relationship between you and your Ideal Customer, has helped form and has been the Managing Partner and Vice President of the company Commercial Success, a creative services company that provides marketing and positioning help to thousands of small to medium sized businesses all over the country. Prior to Commercial Success, Pallini worked in radio in sales. His method of building a better relationship is to relate the relationship business owners have with their customers to dating—to courting the customer.
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