Best Practice #2: Broadens the relationship with good customers by proactively introducing them to other employees

Published: Thu, 02/19/26

Updated: Thu, 02/19/26

Best Practice #2: Broadens the relationship with good customers by proactively introducing them to other employees

The best salespeople understand that the more comfortable the customer is with their company, the less risk the customer perceives there to be in dealing with them, and the more likely it is that the customer will prefer their company as a supplier.

That’s just good common sense. I bank where I do, for example, because when I walk in, everyone knows my name. That makes me feel important, and it makes it so much easier to do business. Or, at least, I feel like it does. And that is what’s important.

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There is a simple principle at work here: The customer should be comfortable with more people in your organization than just you. The more people your customer knows, the better for you. That simple principle leads to a powerful sales practice. By proactively introducing your good customers to others in your organization, you broaden the relationship between the two entities, and tie the customer to you via additional relationships.

Make sure that your boss has been introduced to your customers. Methodically take him/her to your customers and facilitate the introductions. Bring a customer service person or two to visit your good customers.

If it is appropriate, constantly invite your customers into your facility to meet the people who make things happen inside your organization.

Each of these relationships makes the customer feel more comfortable in dealing... READ THE FULL ARTICLE HERE

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