Bob Schultek
Author of 
The Gauntlet

Surveys assessing business-to-business customer loyalty, measured as increased sales per customer over multiple years, consistently cite “selling experience” as the primary driver with a response rate that exceeds 50%; a “lowest price” response typically receives about a 10% rate. Additional response choices include better products or services, brand familiarity, higher performance than competitors, and others.

When seeking to explain how “selling experience” creates this positive impact, it becomes clear that the salesperson’s commitment to the customer’s long term success is the differentiator, as explained by these insights:

  • “Educates me on new market trends, strategies and outcomes”
  • “Seeks to learn our goals, our distinctiveness and why our business has succeeded”
  • “Presents several alternative solutions and helps me evaluate how each produces value for us”
  • “Remains engaged before, during and after the sale, to ensure promised results are delivered”
  • “Provides ongoing counsel to minimize my risk and avoid surprises”

These responses clarify that many customers seek more than a purchase transaction; they want to learn, to identify new opportunities, and to explore perspectives they have not previously considered. And they want a committed, trustworthy salesperson to partner with them in this venture.

Organizations that appreciate this reality convert their sales personnel into business leaders, and synchronize their operations to deliver promises and produce strategic value for customers. Their ROI from this strategy is enduring customer loyalty that sustains their business and enables its growth.

How sustainable are your customer relationships?
How does your business make a difference? If it ceased to exist, would your business be missed?