“The customer is always right” is a well-known mantra, because without customers you have no business, it is their needs that feed a business’s sales. Getting business from your existing customers is less costly and unpredictable than attracting new ones, so retaining customers is vital for survival.

Most businesses don’t make it beyond 5 years. Whatever size of your company, from one employee (you) upwards, you need to maintain regular contact with your customers, retain them with a great service and delivery and keep them paying on time. Without cash flow you do not have room to manoeuvre your business.

Positioning, as the word implies, is about where you want your business to be. But positioning isn’t about geography: it’s about where you want to be in the heads and hearts of your customers.

We recently put a series of questions to our Millionaire Mentors. Our latest was: What’s the best piece of advice you would give to a business owner with a venture now, and why this advice?