Every business-to-business executive knows that in order to do well, their customers must do well too. Put differently, for your customers to be able to purchase from you, their business has to generate the revenue to be able to pay you.
We encourage our clients to offer and provide their business customers with help, so their businesses continue to flourish. The success of your customers’ businesses is not necessarily a ‘Russian roulette’ in the sense that some will succeed, and some might not, while you stand on the sidelines just hoping for the best. As their vendor, supplier, or service provider, you should consider your relationship with your customers as a partnership.
No matter what line of B2B you are operating in, there is always something you can do to help your customers. This is true for manufacturers, distributors, service providers, and practically every line of business.
Here are a few examples of above-and-beyond assistance that we worked with clients on to provide to their business customers, and we think will inspire ideas for your company:
| Business | Business Customer | Help Provided |
| Manufacturer | Distributor or seller | – Create co-branded collateral including flyers and catalogs to hand out to the end-users – Feature and promote the distributor or seller on your social media accounts – Write a feature about the distributor and post it on your website, blogs, newsletters, etc. – Provide periodical and ongoing training and include fun activities – Supply the distributor with the tools and information that will make it easier to sell your product – Offer awards, incentives, and recognitions |
| Service Provider | Any business customer | – Educate your customers’ management and staff about your subject matter expertise that might be of interest to them (for example: if you provide accounting services, let them know about new federal and state requirements) – Provide your services to your customers’ management and staff for free or at a discounted rate (for example: if you provide accounting services to the company, offer discounted personal tax return filing) |
| Distributor | Seller | – Create co-branded or seller-branded collateral, including flyers and catalogs, to hand out to the end-users – Feature and promote the seller on your social media accounts – Write a feature about the seller and post it on your website, blogs, newsletters, etc. – Provide periodical and ongoing training and include fun activities – Offer co-op funding for advertising and other promotional activities – Offer awards, incentives, and recognitions to salespeople |
Relationships between a provider and a customer that are transactional only are doomed to fail. As soon as one of your competitors offers a substitute that is cheaper, faster, or perhaps better, your customer is likely to switch to them. Work closely with your business customers and help them succeed in any way that you can. Make it clear to them that you have a vested interest in their business and forge a bond that will be unlikely (or even uncomfortable) to break.
For more examples of how we helped our clients create solid relationships with their customers, or to discuss your particular circumstances, just call us at 888-412-2236 or use the button below.
President & Chief Marketing Officer
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