8 | General Trade Industries of pride to deliver on their promises, and to reach above and beyond expectations. “The key to customer relationships is knowing what they want,” Geoff explains. “That’s the most obvious principle to me, and it’s necessary todeliver the customer the product that they want. If you understand that principle, then you can be successful. In any industry, getting what the customer wants is the most important thing.” “Every customer to us is important,” he continues. “We’ll always try not to go too broad, to have too many customers that you can’t always ensure that all of them get what they want. In that, we haven’t grown too quick, so that our customers remain happy – the customers are everything.” “We’ve got about ten main customers right now,” he says. “We’ve had about five of those for a number of years. And as a result
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