Which is more valuable? Which is more important? Making a customer or making a sale? Many people believe it's making a sale. I on the other hand, I believe it's making a customer. The sale is an individual transaction. You can't be sure whether that person's ever going to come back and buy anything from you again. What I think is more important is building a relationship with the customer. Perhaps the sale today is rather small, but you can reconnect with these people over time, build a relationship, and try to get them to come back in through your door or via your website and purchase other things. Over extended amounts of time, you're building a long term relationship with that person. Your object is to get them to be happy with you, to get to know them, and to foster a continued series of sales over time.