In the 1970’s Saab Motor Company in Sweden conducted a customer satisfaction survey and found that, on average, a happy customer told one friend about liking the car but that, on average, unhappy customers told 7 friends about problems with their car. They had to have 7 happy customers for every unhappy customer just to get a neutral view on their product in the marketplace.
As a start-up company the situation is much worse, you are already fighting the preconception that you do not have the resources to support the customer and that your product is unproven. You must pull out all the stops to support your customers and to obtain positive references as soon as possible. Some procurment managers will find this total customer focus and dedication just attractive enough to take a chance on you.
