Mutual Benefit

Mutual benefit is a multiplier effect in relationships. When mutual benefit is perceived (there's something in this for both of us), goodwill is created to nurture future interactions.

The attributes of mutual benefit are:

• Stage 1: Conditional. Simple transactions without ongoing relationships.
• Stage 2: Reciprocal. Formation of relationships and having a memory of the customer.
• Stage 3: Integrated. Sustainable interdependent relationships that fuel each other's growth.

Sensing mutual benefit or perceiving an obligation to act in kind is a powerful motivator and foundation for an ongoing relationship.