The Vendor Box

The chart plots two lines across a client's time with you, from new account to long-term account. The green line, what you're actually able to deliver, climbs steadily as trust grows. The red line, what they'll actually buy from you, stays flat along the bottom. A gold dot near the end marks six years of trust with the client still buying only the first thing you sold them. The very first sale writes the label the client puts on you, and that label tends to stick no matter how much more you could do.