During a recent trade show, I interviewed one of our long-time German clients.
He shared a simple but powerful insight: “Price is not the most important; MOQ is not the most important. The relationship with the supplier is the most important.”
This sparked my curiosity, so I asked, “Why do you feel the supplier relationship matters most?” His answer was revealing—because of the long distances and complex logistics involved, A trusted relationship, he explained, minimizes risks and eases concerns about potential issues.
At that moment, I realized that “relationship” in this context fundamentally means trust.
Early in my career, I thought a foreign trade salesperson played a minor role in closing deals. I believed that tangible factors—company size, product cost, lead times, technology, and payment terms—held the most weight. To me, we were just bridges of communication.
This perspective shifted when I visited a client in South Korea and asked why they had chosen to work with us initially. “You were the first to respond to my inquiry, and you took my questions seriously. I felt that if there were issues, you’d genuinely work to resolve them,” they said.
In B2B, unlike B2C, the journey from order placement to delivery, sales, and reordering is long, with countless possible disruptions along the way. For example, we often encounter scenarios like mismatched products, sudden price hikes from factories, or inevitable shipping delays. A capable partner who actively solves problems is invaluable compared to someone who merely apologizes without solutions.
In essence, B2B isn’t strictly business-to-business; it’s truly business people-to-business people. While trust represents our commitment to solving our clients’ problems, value represents our ability to do so effectively. Emotional value is significant, but ultimately, business success relies on providing real, measurable value.
This value manifests in several ways:
- Troubleshooting – Proactively identifying and addressing issues.
- Cost Reduction – Finding ways to cut costs for clients.
- Product Development – Continuously working to bring innovative products to market.
For example, one of our clients, whom we’ve worked with since 2018, has had many internal changes, yet our partnership remains strong. The reason? We consistently provide direct value.
B2B relationships demand adaptability and an ongoing commitment to improvement, trust, and practical value delivery. The more capable we are of solving our clients’ problems, the stronger our partnerships will be.
