Toward Healthier B2B Relationships

The costs associated with developing B2B products and acquiring customers are substantial. In fact, they are often significantly higher than the first year’s revenue produced by selling the product. But it’s relatively easy for customers, whose up-front investment costs are low, to terminate a relationship with the seller if they don’t quickly capture the benefits promised to them during the sales process. Low customer-retention rates can soon lead to poor financial performance and negative word of mouth. That’s why it’s important for companies to understand—and care for—the health of their customer relationships.