Closing a sale takes a lot of work, and it can be tempting to think of the moment the deal is done as the final goal. Yet for a lot of businesses, the key to success isn’t simply completing sales, but building long-term relationships with customers who can be counted on to return. These long-term relationships make up the foundation of a company’s ongoing success in many cases. After all, McDonald’s wouldn’t have become the giant it is today if it only sold one burger to every customer. Completing the sale isn’t enough in many cases — your business needs to close multiple sales to the same customer.