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Positive customer relationships are the basis of much B2B business, right? Positive business relationships ensure us an audience with the customer, make every step of the selling process go easier, and even provide us with a competitive edge. It’s not unusual for the business to come your way just because they like you the best.
But in today’s hyper-competitive economy, relying on your relationships is like trying to paddle through the storm in a leaky row boat – your effort will keep you afloat for a short time, but eventually you’ll find that you just don’t have enough resources to challenge the storm. Relying on your relationships is a prescription for eventual failure.