B2B marketers often look to establish long-term relationships with their partners, which can be beneficial. Signs of a close relationship include care, long-term commitment, communication, problem-solving, and trust. It is important to recognize the need for a close relationship and if the partner is good at it. Not every partner wants or needs a close relationship and it is dependent on the type of partner and their level of dependence on you. Credible commitments can be used as signals for commitment to a relationship.
For example, customized training, equipment, or procedures are credible commitments as they have little value in other relationships. Grocery stores and consumer products have programs called "Just for U" which are not perceived as credible commitments. B2B relationships require understanding the dependencies, making adjustments, informing the other in a timely manner, and committing to improvements of the relationship.
Cultivating and nurturing close and long-term partnering skills are essential when targeting customers who want close relationships. There are various resources available to help build B2B customer experience excellence, loyalty, and three-legged stools.
How to Create Successful B2B Relationships
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