Good suppliers maintain genuine concern for customer welfare, not merely pursue payment. This means warning customers against unsuitable purchases even though the sale would be profitable, recommending against unnecessary services, maintaining quality even when cutting corners would go undetected, and referring to better-suited providers when appropriate. As a customer, expect this concern from suppliers with whom you have relationships—and value suppliers who demonstrate it. As a supplier, embrace this ethic: your customer’s genuine success matters, not just their payment.
This orientation is both ethically right and commercially wise—customers recognize and reward suppliers who genuinely serve their interests. Exploitative suppliers may gain in single transactions but damage reputation and lose long-term relationships. The supplier who builds reputation for customer welfare concern creates durable commercial advantage.
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