Seasoned marketers know that a successful business development framework has three key elements. "Marketing" encompasses the tools and processes associated with finding and connecting with new prospects. "Salesmanship" includes all the tools and processes associated with converting new prospects into active and paying customers. "Customer Retention" (or service) is comprised of the processes associated with optimizing the value and longevity of those customer relationships. There’s an element of persuasion at every phase, but they are different forms of persuasion. Are you trying to attract their attention, get a commitment, or fulfill their needs? The lines can seem blurry at times, but it’s risky to confuse the three.