Agri Marketing

Building the Relationship

Editor's Note: This is the seventh of several installments from the new book "ProSelling: A Professional Approach to Selling in Agriculture and Other Industries."


The foundation for every successful business relationship begins with and is built on a sound personal relationship.

A business relationship is based on financial transactions for products and services between two business entities, with a clear understanding of what both are expected to do for the other, either spelled out on paper or clearly understood. It must include a mutually profitable transaction where both parties believe they have an economic gain.

On the other hand, a personal relationship is about how both parties feel about each other, the respect and trust they have for each other and a fulfilling social interaction between the two. …

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