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Understanding the best way to sell a product is crucial for achieving long-term customer retention. Axon transitioned from selling tasers as one-time capital expenditures to integrating them into law enforcement agencies' regular operating budgets. This shift not only simplified the sales process but also established a recurring revenue model that ensured law enforcement departments continued to engage with Axon's products over time. By packaging their offerings into an annual program, Axon positioned its products as essential budget line items, leading to increased customer loyalty and reduced sales cycles.