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Steve Wurzbacher is a Principal with Tenacity, Inc., the nation's leading client retention firm. Tenacity's Clients for Life® process is licensed by many premier service management companies, advertising agencies and business process outsourcing firms, in order to protect, retain and renew major business-to- business contracts. Today, Clients for Life protects over $19 Billion in management services contracts.

Steve joined Tenacity in 1994 after 20 years of successful senior sales management, marketing and business development experience at Aramark and Procter & Gamble. Along with direct client engagements for Tenacity, he serves as the firm's COO and manages key planning and brand development functions.

The focus of Steve's speaking is relationship management and client loyalty. While retaining and renewing clients seems obvious, Tenacity's over 20 years of experience has concluded:

-Few companies quantify and analyze the astounding financial leverage of improving retention and renewal of existing contracts.

-Fewer still have a formal retention process that can stand up to highly skilled competitive sales forces that are motivated to take their business away from them.

-Nearly all companies over-invest in new business acquisition and under-invest in client retention and loyalty, when viewed in a true ROI context.

Steve explains, in entertaining detail, how Clients for Life formalizes the understanding and management of expectations, the cultivation of professional relationships and the administration of technical performance. Clients for Life creates and documents value. Value, in tandem with professional relationship management, creates powerful and sustainable loyalty and profitability. It's a profound message that can benefit all businesses.

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