How to Gain Customers Forever
Industrial companies that sell to other businesses can benefit just as much from learning relationships as companies that sell products or services to consumers. Consider the case of Ross Controls (formerly the Ross Operating Valve Company) of Troy, Michigan, a 70-yearold manufacturer of pneumatic valves and air-control systems. Through what it calls the ROSS/FLEX process, Ross learns about its customers’ needs, collaborates with them to come up with designs precisely tailored to help them meet those needs, and quickly and efficiently makes the customized products. The process has enabled the medium-size manufacturer to forge learning relationships with such companies as General Motors, Knight Industries, Reynolds ...
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