Have you ever had the misfortune to be in troublesome situations where you couldn’t terminate your arrangement with a supplier even though there were recurring delays in their usual deliveries? This sort of situation arises because of the relationship which they established with you over the period of your working relationship.

As most of the people who are involved with business coaching are well aware, good relationships are the foundation of small businesses, on which rests the entire structure that provides many of these businesses with a real shot at success. A new business may not have plenty of money, a solid infrastructure, or world-class products and services, but it can still sail through this competitive business environment and sustain itself – with strong relationships.

A small business going after a high level of success in this business environment should pursue all sorts of working relationships, not just with customers, but also with its employees and business associates. Every business partner is quite different in their individual approach towards a business, so we need to have different ways to effectively deal with each one of them.

- Customers – The customer’s needs and desires are the sole reason for the existence of any business or organization, and as the process of selling to a new customer includes far more cost and effort than selling to an existing one, why not show your existing customers that you care about them – by regularly keeping in touch, personally requesting their feedback.

- Tailoring your approach to individual customers is a great idea – as no single customer is the same. Keep a detailed record of your customer’s purchases so that you can easily remind them of an item or service they may have forgotten, or even something new which they may not have otherwise considered. Delivering reminder emails, personal calls, or pleasant greetings can all make an extraordinary difference in the way your customers see you and your business. In addition, presenting complementary gifts, discount certificates, and loyalty bonus rewards will help inspire customers with the feeling of being truly recognized and valued.

- In-house employees – The workforce of any business is crucial for the attainment of any measure of success. It’s important that these employees – primarily those with deserved merit, be regularly shown appreciation for their accomplishments and performance in the business. Business gifts, awards, acknowledgement bonuses, birthday gifts, seasonal and festive gifts all play a very important role in keeping your rising stars motivated and focused. As you’ll learn in management training, these gestures of the company generate a sense of belonging in the employees, which will prompt them to identify with the company and feel a sense of personal loyalty, keeping them with the company for a much longer period of time.

- Business Associates – Business associates consist of individuals such as suppliers, distributors, and advertising agents, as well as any other people who derive a similar measure of profit from a given enterprise. These are the people who sustain the business, helping it to thrive with regular supplies, deferred credits, discounts, advertising, etc. Utilising promotional gifts, loyalty rewards and appreciations are some of the tremendous ways of expressing gratitude to any of the business associates, as all of these gestures will convey to them the valued position they hold in the eyes of the company.

The key to being successful – whether in a small business or a large company, will always be a carefully built solid foundation, along with mutually beneficial business relationships with each of your associates.

Alan Gillies is the Managing Director of the L2L Group. He specialises in delivering Executive Coaching, Training and Consultancy Services to International Businesses across the World. Want to discover more about these insightful business building success strategies? Get Alan’s essential FREE Business Pack today!

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