In all line of business first time customers are important but I think same or more importance should be given to existing customers.
Service companies (cell phones, cable, banks, etc) can get away a little bit easier because you have a contract and you should “remain” with them or pay a fee to get out. In straight business there is no guarantee that your new or existing customers will go back to you, so you have to try your best.
I’m sorry for Angelo; sooner or later he will go down. Now, in the other hand, let’s be honest; part of this is our own fault and I’m more sorry for people who spent a lot of money with him. I just got two attys to try, so I lost $16; plain math, a couple of attys would cost me in that time $7 each, so $14. $30 minus $14 for the attys plus $16 I paid to Angelo for a “warrantee” I may never see again.
But frankly, we knew beforehand that there is no atty which can last over 6 months, so that’s is our fault but buying the extended warrantees offered.
Now, in that simply math, Angelo lost a client who had bought, say $40 every 3 months, $160 a year. Multiply that for the number of people who think the same, and the number starts growing, PLUS, the most important, the free good publicity he would have gotten to attract new customers… so he lost in me only, those $160 plus 3 new clients I drive away from his site. Add those numbers and there are many small losers and one big loser: Angelo. Oh, well, live and learn.