Encouraging the involvement of your whole organization in your marketing, selling and customer service efforts has this as one of its many positive results: the more integrated you become with your customer’s organization the more solid the relationship will be.

The basic premise is that the more time you and your customers invest in understanding how to best work together, integrating processes, and developing effective communication channels for mutual feedback, the less likely they will be to switch suppliers when otherwise might be tempted to do so.

This is due, at least in part, to the enormous learning curve that will be required to bring a new supplier “up to speed” in delivering the level of service you’ve been able to provide given your deep knowledge of your customer’s organization and their unique needs. An optimal condition for both organizations that results in managed costs, improved service quality and best use of both organizations’ resources.

But think about this… Why would customers invest time to show you the way in the first place?  What are you doing to justify such level of trust and collaboration?

The right answer will open the door to a great long term and mutually beneficial relationship.


John Kypriotakis is the President of Lysis International,
a Tampa based Sales and Management consulting firm,
specializing in B2B Sales, Management and Leadership.


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