Another chapter from my book, comparing sales with Broadway. Enjoy!

Your audience (clientele) is free to choose where they go 

As rude as it may be, anybody in the audience can stand up and leave the theater at anytime, if they feel inclined to do so. In the sales business our clients know that they can choose either our competitors or us. It is the way we care for our customer that can nullify all our competitor's efforts. I would point 4 tips on the proper care of your customers.

• Feed them with attention. Show them you care. Feed them information about you company, your new products, the market place, and any other information that can help in their decision. Even when they are already your client doesn't mean they know everything going on in your business. If you won an award, expanded your business, delivered a new product or service, let them know. This shows them that you are not stagnating and will continue to be there for them in the future.
• Don't let your customers get choked by problems. If there's a problem with your product or service that is affecting your customer, do everything possible to resolve it. The best way to know if there are problems is to ask. Don't wait for your customers to call you with problems. Call them and ask how things are going and be prepared to jump to the rescue if there are problems. We all know someone who pays a little more, or travels a little further to deal with a business simply because they like the relationship and the support. It isn't always about money, but it's almost always about the relationship. Keep the bugs, and competitors, away.
• Prevent wild growth of your customer base. Salespeople need to prune their customers as well or else they will grow larger than their capacity to service their clients successfully. Don't be afraid to walk away from business. Don't be afraid to fire your customers. If they are causing you to move into a direction that is not the focus of your business or that is not in line with your business plan, tell them so they can either work within your business strategy or move on to another vendor. Controlled grow is good growth!
• Follow up consistently. There is a lot that needs to be done to ensure healthy plants. This means you have to care for them and care about them. The same is true with your clients. In addition to the previous tips, general caring is in order. Stay in touch and don't be a stranger.

You sold them your product; therefore, it is your responsibility to make sure it is indeed what they needed, that it solved the problem in which it was intended, and that they know you honestly care about the success and growth of their business. Caring means going beyond a client-vendor relationship. It's about a partnership. You take care of them, and they'll take care of you - year after year. This is more cost-effective and efficient for you, and better for your clients since they continue to benefit from what you have to offer and from your lifetime relationship.