Recently, I spent a long weekend at a small resort in the mountains. It was truly a delightful weekend and I knew I would have fond memories of it. Several days after returning home, the resort sent us a Thank You note for being their guest. A small touch, perhaps a standard note, but the thought was there.
Rob Reed of Duct Tape Marketing had a similar experience which he describes in Don’t Stop Selling After the Sale. A car rental company he uses phones him within a few hours of his picking up the rental car to see if he’s happy with it. Needless to say, the company — Enterprise Rent-A-Car — has made him a loyal customer.
How much does it cost to touch a customer after the sale? If your business can benefit from repeat business (whose can’t?), then the cost of that touch is a small price to pay for future transactions with that customer. The bigger the price tag on what you sell, the more obvious it should be to make a small investment in that customer’s repeat business.