By Troy Harrison – Sales Navigator
The rules of customer relationships have changed, and most salespeople are still playing by the old playbook. I’ve been watching this evolution for years, and frankly, it’s been fascinating – and a little painful – to see so many professionals struggle with what should be a fundamental part of their business.
Here’s the thing: having customers and having customer relationships are two entirely different animals. Just because someone buys from you doesn’t mean you have a relationship with them. They might be what I call a “Transactional Buyer” – they purchase based purely on price or convenience. Or maybe they’re a “Habitual Buyer” – they buy from you simply because changing vendors feels like too much work. Neither of these scenarios represents a real relationship, and both leave you vulnerable to being replaced the moment a competitor makes a better offer.