Findings illustrating the long-term B2B customer relationship phases and their transitions
| Long-term B2B customer relationship phase | Illustration of the phase and transition to the next phase based on the empirical data |
|---|---|
| Business partners | This phase was perceived to primarily reflect working together on a common project and in close collaboration. For sellers, it was crucial to ensure that the customer relationship is profitable at the firm level at present and in the future. Communication between the salespeople and customers was described as polite, effective and as remaining relatively superficial. Disclosure emerged as general business-related disclosure and general self-disclosure. Transition to the next phase was considered to be possible if the salesperson thought the customer was an interesting person and was willing to get to know that customer better. This evaluation was made quickly after meeting the customer as the salespeople assessed if the customer fits (or could fit) the model of colleague/friend |
| Collaborative partners | This phase reflected working together for a long time, having multiple common projects and having shared interests such as hobbies. For sellers, the benefits at this phase of the relationship were associated with common goals, conflict management, trust, commitment and socializing. Salespeople were willing to join in some activities with their customers and spend time together on social activities. Disclosure emerged as strategic business-related disclosure and as personal life self-disclosure. Communication between the salespeople and customers became broader and more intimate, as the salespeople were open to discussing some private issues. Transition to the next phase was considered to be possible if the salesperson was willing to reveal private information and have deeper conversations with the customer at the personal level |
| Collaborative and personal partners | This phase reflected working together for a long time, having multiple common projects, having shared interests and even identifying each other as a friend. For sellers, the benefits in this phase of the relationship were associated with time-savings, cost-effectiveness, customer’s confidence in the seller’s abilities and commitment to and efficiency in conducting the sales task. Furthermore, the respondents considered mutual trust and commitment, appropriate conflict management, socializing (in an enjoyable and informal atmosphere) and social bonding (engaging with each other’s private lives, social support, mutual respect and honesty, a sense of comradery) to be beneficial to the relationship. Disclosure emerged as synergistic business-related disclosure and as private self-disclosure (even of stigmas). Communication between the salespeople and customers was at its most intimate at this phase |
| Long-term B2B customer relationship phase | Illustration of the phase and transition to the next phase based on the empirical data |
|---|---|
| Business partners | This phase was perceived to primarily reflect working together on a common project and in close collaboration. For sellers, it was crucial to ensure that the customer relationship is profitable at the firm level at present and in the future. Communication between the salespeople and customers was described as polite, effective and as remaining relatively superficial. Disclosure emerged as general business-related disclosure and general self-disclosure. Transition to the next phase was considered to be possible if the salesperson thought the customer was an interesting person and was willing to get to know that customer better. This evaluation was made quickly after meeting the customer as the salespeople assessed if the customer fits (or could fit) the model of colleague/friend |
| Collaborative partners | This phase reflected working together for a long time, having multiple common projects and having shared interests such as hobbies. For sellers, the benefits at this phase of the relationship were associated with common goals, conflict management, trust, commitment and socializing. Salespeople were willing to join in some activities with their customers and spend time together on social activities. Disclosure emerged as strategic business-related disclosure and as personal life self-disclosure. Communication between the salespeople and customers became broader and more intimate, as the salespeople were open to discussing some private issues. Transition to the next phase was considered to be possible if the salesperson was willing to reveal private information and have deeper conversations with the customer at the personal level |
| Collaborative and personal partners | This phase reflected working together for a long time, having multiple common projects, having shared interests and even identifying each other as a friend. For sellers, the benefits in this phase of the relationship were associated with time-savings, cost-effectiveness, customer’s confidence in the seller’s abilities and commitment to and efficiency in conducting the sales task. Furthermore, the respondents considered mutual trust and commitment, appropriate conflict management, socializing (in an enjoyable and informal atmosphere) and social bonding (engaging with each other’s private lives, social support, mutual respect and honesty, a sense of comradery) to be beneficial to the relationship. Disclosure emerged as synergistic business-related disclosure and as private self-disclosure (even of stigmas). Communication between the salespeople and customers was at its most intimate at this phase |
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