Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A
PRO

When Do B2B Customers Want a Close Relationship?

by   |    |  124 views

Given all the talk these days about relationship marketing, B-to-B auctions, and eWebs of all sorts, one might get the impression business relationships are changing in a fundamental way. This view, however, is likely to be misguided. This is because it is based on the idea that the Internet will do away with all social aspects of business relationships.

One central idea throughout current discussions is the challenge of building close relationships with customers. While this is a reasonable goal, it begs the question as to whether all business customers want a close relationship.

Here we will try to examine the conditions under which a customer might want such a relationship. More importantly, a good understanding of this will help you to appreciate when the efforts of building a close relationship are not warranted (just think how much time you can save if you stop trying to build close relationships with a customesr who don't want one!).

DEPENDENCE IS THE KEY

Academics in marketing and sociology have, based on several years of close observation, pointed out the importance of "dependence" in understanding close relationships.


In short, business customers want a close relationship with a seller when they are buying something that makes them dependent on the seller. If you think about it, this makes perfect sense.


Read the Full Article

PRO Membership is required to access this how-to marketing article. Sign up to read the full article and gain access to all of our PRO content!

Sign up for a 2-Day Free Trial  Learn more about PRO Membership

Allen Weiss is the founder and publisher of MarketingProfs.com. He can be reached at amw@marketingprofs.com.

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!