When it comes to the tricky business of dealing with the public, we have learned the hard way that taking deposits is not only a cost-saving measure and a much-needed insurance policy, but also a sales tool to drive FOMO signalling that you are so busy you don’t need to take a risk on the unreliable. So, why are businesses afraid to show there is value in the service they provide? Why do they not have the confidence to sort the wheat from the chaff and ask customers to demonstrate their respect for a booking and provide security by way…

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