design or anything else, but if the customer doesn't likewhat he hears, there's no deal. If the price is too high,there's no deal. If product quality is insufficient, there's nodeal. If you can't show them a market, there's no deal. If they don't see value, there's no deal. The customer dictateswhat you will provide, not you, not your company policy, notthe economy, not Congress. So pay attention to yourcustomers. They know what they need and what they want.Do your best to make it happen for them.You won your customer over with the first sale. If youdon't follow up with ongoing service, you may lose herfuture business. Whether you lose a customer a block awayor 12,000 miles away, she is still a lost customer --something you cannot afford. Don't think of customerservice as a sprint, in which you go all out and then drop inexhaustion. It's a marathon without a finish line. So if youwant to keep her on your team, begin your relationship allover again after the sale!KEEP IN TOUCH WITH YOUR CUSTOMERThe first step in after-sales service is to say,wholeheartedly and preferably in person, "Thank you foryour business!" Then follow up by expressing furthersincere appreciation by email and in writing. These aremusts, absolutes, givens. Don't fail to do them just becausethey seem so obvious as to be insignificant. Your customerswill notice. Nor will they fail to notice the omission! Whatyou might classify as "NBD" (no big deal) might be just the"NBD" your customer needed to convince him to do businesswith you again.After that, plan for regular communication. If you'vegot the time and energy, contact them every day. If that'stoo burdensome, communicate regularly on a schedulethat's workable for you and sufficient to inspire yourcustomer's confidence.