Building strong customer relationships is probably a close second only to lead generation for most manufacturers and industrial companies. Many of them will also tell you that the bulk of their new business comes from repeat customers.
It makes perfect sense then to put a good deal of effort into nurturing new leads and building strong relationships in order to convert them into loyal customers.
Here’s a quote from billionaire industrialist H. Ross Perot that exemplifies this business philosophy:
“Business is not just doing deals; business is having great products, doing great engineering, and providing tremendous service to customers. Finally, business is a cobweb of human relationships.”
Relationship Marketing or Personalized Marketing as some marketers like to call it, recognizes the life-time value of a customer rather than focusing on quick sales transactions. That is its key differentiator from other forms of marketing that tend to focus more on advertising and promotional messages. Read more