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Keep in touch

It’s staggering how few people keep in touch with their former customers.

John needed some scaffolding and found a really obliging firm. He said to the business owner when he came to take the scaffolding away: “I’m going to need scaffolding again in a couple of years to paint my house. Please keep in touch.” Pete, the scaffolder, replied: “You’ve got my card.”

In a couple of years is John going to remember the name of the firm or even remember he’s got a business card somewhere?

Taking into account the money involved in the next sale, how difficult is it for Pete to find a way to keep in touch?

A note in the diary (physical or digital) would help. Emailed newsletters would have worked perfectly.