B2B buyer Loyalty

3 Ways to build B2B buyer loyalty Read More

Ask a room full of sales, marketing, customer service, and product people how to increase customer loyalty and you’ll hear a swathe of pretty predictable responses.

“A loyalty rewards or bonus system”, says marketing.

“Preferential pricing”, says sales.

“We need to rethink feature X”, says product.

“Extra customer service check-ins”, says customer service

On the surface, these might seem logical, but they collectively represent two rather meaty problems;

  • Over-investing time and money while giving away margin, on sales that would have happened anyway;
  • Shifting customer expectations; re-training their perception of your value proposition, and re-shaping their purchase patterns;

Since loyalty is created by consistently delivering value beyond customer expectations, where else can we look to create loyalty without eroding margins?

Download this resource to uncover different ways to deliver unexpected value.


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