Did you know that it's five times cheaper to retain an old client than to obtain a new one? That means that every time a customer walks out of your company's door and doesn't come back, you've essentially lost a profitable, long-term prospect. And in today's business world of alliances, partnerships and increasing competition, you need every customer you can snag … especially the ones you've already sold.

Today, the responsibility for retaining long-term customers falls on the outside salespeople who are on the road representing your company to customers. This means that they, more than anyone else, are responsible for managing customer expectations and making sure your customers think positively about the company.

But this doesn't always happen. With new accounts to pursue, new products to sell and bigger mountains to climb, sales representatives don't always offer adequate follow-up on their accounts. One business owner who feels this "sales slouch" in corporate America is Steve Pounder, co-owner of Kooskia, Idaho-based 21st Century Wellness Products, a 160-acre ranch that raises emus for meat, oil, feather and leather. "We believe in developing long-term relationships with our suppliers, and we like follow-up visits and calls," says Pounder. "Although it rarely happens, unless that particular vendor wants to sell us a new product."

Joan Renfrow, president of Onyx Productions, Inc., a production company in Los Angeles, agrees. "To me, service is extremely important. I don't want to buy a piece of editing equipment, and then not hear from the salesperson again until they come in trying to sell me a bigger, newer model," she says. "I appreciate the salesperson who comes to me regularly to offer specials and bargains -- that's the one who deserves my loyalty."

To keep your customers happy and your salespeople on their toes, have them follow these simple tips for good follow-through on sales:

• Create a database of customers and prospects that represent a good opportunity for additional sales.
  
  
• Keep customers informed of any problems or issues involved with products or the delivery process. Customers will tend to be more understanding, patient and tolerant if you communicate with them with integrity and in a timely manner.
  
  
• Use an organized and consistent communications program to keep in touch with your customers on a regular basis and increase your top-of-mind awareness with them.
  
  
• After the product has been delivered or service has begun, follow up with the customer to make sure that what the customer received is what they expected.
  
  
• Remember that if there is a gap between the delivery and the follow up, the customer will not be satisfied, and you will have a problem to take care of -- immediately.
  
  
• Last but not least, keep your promises and honor your commitments

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