It’s not just the threat of a big box retailer or the cost of demand gen that could come between you and this season’s highest sales. There’s another potential bump in the road to increasing growth: the success of your business customers.
Your business customers are your most valuable asset and their prosperity is integral to your success. Logically, you can’t scale sales if your core base of customers doesn’t have the capacity to scale purchasing. Don’t think your business customers’ working capital is your problem? Gallup reports that small business customers who feel that their vendor is invested in their business spend larger amounts of money. Yet a stunning 60% of B2B customers feel total indifference toward their suppliers.