RELATIONSHIP STRATEGIES IN BUSINESS-TO-BUSINESS (B2B) MARKETS: THE EXPERIENCE OF A PROMOTIONAL GRAPHIC SERVICES COMPANY

Abstract

The present article analyzes the articulated strategies aimed at the improvement of relations with clients. Many changes have delineated a new competition arena in which the cultivation of relationship with clients has become essential. In face of the power represented by clients and the number of options they usually possess, the development and implementation of relationship strategies and programs that seek to attract them and earn their loyalty appears as the ideal course of action for companies in search of success. As a result, the transactional view gives way to the relational one. In B2B markets, the sales professional usually assumes a crucial role in the edification and supporting of relationships (partnerships) with clients. Hence, as competitive markets are in general more complex to operate and attract clients only through technological means, the human factor still has a significant weight. And in that context, the sales professional occupies a key position in the supplier and client relationship management. All considered, the results are presented of a case study conducted with a promotional graphic services company, as well as its nine actions of relationship with clients. And finally, future studies are suggested.