Category Archives: B2B Relationships

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Susan and Bill have Relationship Problems!

On September 4, 2014, Posted by , In B2B Relationships,Net Promoter Score

The Susan & Bill Trilogy When we launched Deep-Relationship-NPS in early-2014, we created a storyline around two fictitious characters called Bill (a thoughtful but somewhat introverted Marketing Director) and Susan (a more aggressive low-attention-span Sales Director). They may be fictitious but they bear more than a passing resemblance to some…

Our Biggest Customer Is A Bully. Help!

On June 20, 2014, Posted by , In B2B Relationships

In this month’s edition of Management Today there is an interesting article about bullying. No, not online bullying or workplace bullying, but B2Bullying. B2Bullying is what happens when a (typically large) buyer makes continued unreasonable demands on a (typically small) supplier. In many cases, the buyer represents a significant proportion of…

Why are Trust and Commitment so Important in B2B?

On June 13, 2014, Posted by , In B2B Relationships

“Commitment and trust, rather than (or at least in addition to) power and dependence, are now central to discussions of business relationships. Researchers and practitioners have come to view most interactions between business parties as events that occur over the course of a relationship between two or more partners.” The…

Trusted Relationships = Consistently Good Service

On May 13, 2014, Posted by , In B2B Relationships

At Deep-Insight, I spend a lot of my time trying to help our clients figure out how to build strong trusted relationships with their B2B (Business-to-Business) customers. Trust is all about honesty, fairness and acting with integrity. It’s one of the most basic elements of human interaction. And perhaps the…