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I’ve been thinking…The strongest relationship any one company that I do business with is a weak one at best. I am not personal friends with the owners or anyone else on their staff. Really, the only time we talk is when their products/services is needed. Some of the strongest relationships I have only have a point/reward system that holds our relationship together (Speedway’s Speedy Rewards as an example).
I would be willing to bet that the average consumer or your average customer has the same type of relationship with their product/service providers or your business. Similar to me, they probably only talk with their provider when they need something or when something goes wrong. Yet, also similar to me they would probably brag, “I’ve been with [Business Owner's Name] for years, you should check them out,” like they’ve known the owner personally.
So, what’s this got to do with my business?
Most likely, your most loyal customers have a weak connection at best and the customer that will leave you at the drop of the hat probably has no connection at all, other than price. If that’s true with your customers, then its probably safe to bet that your competitor has the same type of customers with the same type of connections. The question is, how can you use that to your advantage?
I believe that the answer is simple. If your offer at least a weak connection to both your existing customers and your competitor’s customers you will both retain and gain more business.
Here are a few bold ideas to help you do this:
I like these ideas. As a consumer, I have a very weak relationship with the businesses I buy things from. Generally, I buy there because of price and convenience. And I am leery of any business that tries to act like my best friend.
The exceptions to this rule are businesses where the product and price are more flexible. Examples would be automobile repairs. I am very loyal to my local Firestone, because they once saved me a few hundred bucks on a replacement for broken headlight wiring harnes, by building one from scratch. I know they are looking out for me, so I trust them. But they have never chatted with me about my family. Nor would I expect them to.
Know your customer, make them comfortable doing business with you, but don't pretend to be their best friend.

These are some great tips. I also agree that indirect selling is always better than direct selling because most people will get scared off when you push them buying something.