In America, no supplier’s position is ever secure. You must earn business at the start and keep earning it through every interaction. American customers feel no loyalty obligation simply because they bought from you before.
If a competitor offers better value or experience, they will switch without guilt. This reality shapes everything: suppliers must actively work to attract customers, satisfy them during each transaction, and maintain the relationship over time. Resting on reputation or assuming continued business is dangerous.
The market constantly tests whether you deserve the business you have. This is not cynicism—it reflects the American belief that position should be earned, not inherited. The flip side is that excellent suppliers can win customers from complacent competitors.
But the price of that opportunity is permanent responsibility to keep deserving the business you earn. United States Customer-Supplier Relationships
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