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Avoid the 'cliffhanger paradox' Add to ...

One reason businesses lose clients is because of the "cliffhanger paradox."

That describes the situation where businesses want continued loyalty and financial gain from clients – but don’t get it because they fail to communicate meaningfully, frequently and personally with them.

Like a cliffhanger, both sides are left in suspense.

If entrepreneurs don’t continuously communicate with clients, they won’t know where they stand until those customers either buy again or jump to the competition.

And clients don’t know if their provider is right for them because they’re not getting the constant reassurance or reiteration of benefits needed to justify current and future money spent.

Your Business columnist Ryan Caligiuri was online to discuss his latest column about the cliffhanger paradox, share his insights on building programs to avoid it, and field questions from readers. Read the column here.

Mobile readers can link here.

<iframe src="http://www.coveritlive.com/index2.php/option=com_altcaster/task=viewaltcast/altcast_code=fe0ea6bca5/height=650/width=460" scrolling="no" height="650px" width="460px" frameBorder ="0" allowTransparency="true" ><a href="http://www.coveritlive.com/mobile.php/option=com_mobile/task=viewaltcast/altcast_code=fe0ea6bca5" >Ryan Caligiuri shares his marketing wisdom</a></iframe>

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