It is when your customer feels cheated after buying your product. There are plenty of techniques and tricks to convince customers to buy. We can use these to close the deal. But one day, one week, or one year later, is your customer going to look back and regret having bought from you? The worst kind of selling is when you make a profit, but you do not give the same value (or more) to your customer. If you want a sustainable business, you want your customers to come back for more because you have done right by them. You want them to recommend you to their friends.
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