One of my clients, a building product manufacturer, has me doing promotional work among architects, including placing publicity in the design media and lecturing at conferences. These efforts have not gone unnoticed by the manufacturer’s customers - the specialty contractors who install the manufacturer’s products.

This is demonstrated by a letter my client received from a contractor:

“Just wanted to thank you guys for all of the industry outreach you do! This article was forwarded to me by one of my best customers. Things like this validate our industry and are extremely helpful! It is very much appreciated.”

My client sells generic products, and contractors can buy from many suppliers. Yet my client builds loyalty by providing outstanding service, providing leadership on industry technical committees, and creating end user demand through my promotional efforts.

Put another way, “Your customer’s customer is also your customer.”