Building trust through a reciprocal business relationship

12/12/2012 | B2C Marketing Insider

A business can develop successful relationships with other companies by referring customers to them and offering other kinds of assistance, writes Hayley Spencer. Reciprocity is a key ingredient in creating trust in these relationships, she notes. "If one business continually provides another with assistance, leads, referrals and resources while the other business does not reciprocate, eventually the business relationship will sour."

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