Whether we are in a manufacturing, retail or service industry, we need to follow up our clients or customers to make sure they are happy. This is nothing new. Traditional sales people have always been taught this and been given responsibility for client accounts. Often the following up involved regular visits to the client’s premises and this still happens. The sales rep doesn’t expect to make a new sale every time. The important task is to get feedback on what the customer has received, and to make sure the customer is happy. In that way the next sale will come when it’s time and the customer will not look to a competitor because he or she or they will value the relationship.

Sometimes small business people are really stretched for time, and they forget to follow up to see that the customer is happy. Some customers will soldier on with something they are not happy with and will grumble to their friends rather than come back to the supplier. A reputation can be lost for no reason. The customer may simply not know how to use what has been supplied and with a little help would find it to be just what they wanted after all.

There really are all sorts of reasons to maintain contact with the customer or client, but maintaining the relationship and making sure everyone is happy will get the business again next time round as well as helping to build the business through positive referrals.