The Leadership Japan Series By Dale Carnegie Training Japan

“Never Forget A Customer; Never Let A Customer Forget You”   This is an old saying in sales and one we forget at our cost.  We might have made the sale and then we keep moving forward.  We get wrapped up in the intricacies of the getting other customers to commit and in the logistical details of delivering our previously sold service or product.  Our schedule fills up quickly and we have filled it with the present and future, not the past.  That customer we sold to gets forgotten in this busy life and they return the compliment and forget about us too.  We know that creating new customers is more expensive on an acquisition cost basis and that selling again or selling more to our existing customers is easier than making a new sale.  Why then don’t we do a better job of developing further business with our existing customers?   We usually do a good job in the immediate post sales service period, but the key word there is “immediate”.  We don’t schedule in the “just checking in “ contact, because we are too bus