personal loyalty in business

There is an element of emotionalism in any business relationship - that we term it a "relationship" speaks volumes.

I had observed that potential clients want two things: a vendor who knows the product or service, and who cares about their clients as individuals.

But that’s not all: there is sometimes an additional desire that the vendor meet some standard derived personally and individually by the client. That is, it’s the client’s measuring stick. Often – more often than not – I find that a client wants to feel a sense of similitude with their vendor.

It reminds me of those commentaries during these political days about candidates connecting with “Joe Sixpack” or some other pigeon-holed archetype.

The point is: a client usually wants far more than the product or service. The client wants the relationship – whether momentary or long-term.

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