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How Does Your Garden Grow?

Cultivate new business by tending to your customers.

This story appears in the May 2005 issue of Entrepreneur. Subscribe »

In the South, the month of May means serious gardening. Sergio Zyman, former Coca-Cola chief marketing officer and co-author of Renovate Before You Innovate, believes companies must cultivate better relationships and renovate the roles they play in their customers' growth. In gardening terms: Grow your customer's business, and your own garden will grow.

To help your customers grow, become a catalyzing agent. Share leads, forge profitable partnerships among them, and actively demonstrate concern for their interests. Here are three tips for aspiring customer-horticulturists:

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