It is widely accepted that people buy from people whom they like, trust, and with whom they find it convenient to do business. Think of a supplier with whom you most enjoy doing business. Are their performance-support standards, sales practices, and profit goals eerily similar to yours? I lean toward doing business with companies that express an eagerness to build a strategic partnership with me. Notice, I did not say an eagerness to sell me stuff. I find communicating my wants, wishes, and concerns goes much more smoothly when the supplier can relate to my situation.
-Vince DiCecco, Your Personal Business Trainer