This is going to sound a bit flippant, but does your company say thank you to its customers? I had a letter the other day from a company on whose product I’d spent about £50, a fortnight before. It was quite charming, and there’s no question that I’ll remember them in future.
Of course, if you’re selling half a million pounds of process plant, and your sales and support team will be onsite with the customer every day for months, there’s not going to be much of a role for a thank you letter. But I know that many of you are selling products which cost more trivial amounts, and that many of the new customers come from out of the blue. If that’s the case, do you actually write and say thank you after the sale and delivery? And if not, why not?