---
title: Who Killed Customer Loyalty | The Sales Blog
description: “Customers are no longer loyal. They will leave to save a few dollars.” If you don't care about your customers, why would they care about you?
image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_339290501.jpg
---

### [Now booking SKO meetings for 2026/27! Learn more](https://www.thesalesblog.com/authority)

[![Iannarino The Sales Blog](https://www.thesalesblog.com/hubfs/2021%20Website/Images/ai-logo-web.svg) ](https://www.thesalesblog.com)

- WIN AT SALES
  
    - The Sales Environment
    - [ Sales is broken ](https://www.thesalesblog.com/sales-is-broken)
    - [ Modern sales ](https://www.thesalesblog.com/revenue-growth-blueprint)
    - Sales Resources
    - [ Blog ](https://www.thesalesblog.com/blog)
    - [ Podcast ](https://www.thesalesblog.com/blog/tag/the-anthony-iannarino-show)
    - [ Live Training Events ](https://events.thesalesblog.com)
    - [ Modern Sales Methodologies for Enterprises ](https://www.thesalesblog.com/modern-sales-metholodogies)
  
  [![View Events](https://no-cache.hubspot.com/cta/default/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111) 
  
  ![the-sales-blog-live-training-webinar 1 (1) (1)](https://www.thesalesblog.com/hs-fs/hubfs/the-sales-blog-live-training-webinar%201%20(1)%20(1).png?width=150&height=74&name=the-sales-blog-live-training-webinar%201%20(1)%20(1).png)
  
  ###### Live Training Events
  
  ### Upcoming training events & workshops
  
  
  
  
  
  [![Sales Accelerator Training](https://no-cache.hubspot.com/cta/default/2922376/cda2541c-e77c-44de-9752-0a68716d50e9.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/cda2541c-e77c-44de-9752-0a68716d50e9) 
  
  ![accelerator-dropdown-thumb](https://www.thesalesblog.com/hs-fs/hubfs/accelerator-dropdown-thumb.png?width=150&height=75&name=accelerator-dropdown-thumb.png)
  
  ###### Online Training Platform
  
  ### Sales Accelerator
  
  
  
  
  
  [![Revenue Growth Blueprint](https://no-cache.hubspot.com/cta/default/2922376/b2913e6b-029b-4079-96bb-20e4ad251bc6.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2913e6b-029b-4079-96bb-20e4ad251bc6) 
  
  ![image 13 (1)](https://www.thesalesblog.com/hs-fs/hubfs/image%2013%20(1).png?width=150&height=106&name=image%2013%20(1).png)
  
  ###### #1 Resource
  
  ### Revenue Growth Blueprint
- [ BLOG ](https://www.thesalesblog.com/blog)
- [ SPEAKING ](https://www.thesalesblog.com/speaking)
- SALES TRAINING
  
    - [ Sales Accelerator + Monthly Webinars Bundle ](https://www.thesalesblog.com/sales-training-events-bundle)
    - [ For Individual Reps ](https://www.thesalesblog.com/individuals)
    - [ For Teams ](https://www.thesalesblog.com/sales-accelerator)
    - [ Events & Other Programs ](https://events.thesalesblog.com)
    - [ Hire Anthony to Speak ](https://www.thesalesblog.com/speaking)
    - [ Modern Sales Methodologies for Enterprises ](https://www.thesalesblog.com/modern-sales-metholodogies)
- [ EVENTS ](https://events.thesalesblog.com)
- [ BOOKS ](https://www.thesalesblog.com/books)
- [ ABOUT ](https://www.thesalesblog.com/anthony-iannarino)
- [ CONTACT ](https://www.thesalesblog.com/contact)
- Hit Sales Targets
  
  [![View Events](https://no-cache.hubspot.com/cta/default/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111) 
  
  ![the-sales-blog-live-training-webinar 1 (1) (1)-1](https://www.thesalesblog.com/hs-fs/hubfs/the-sales-blog-live-training-webinar%201%20(1)%20(1)-1.png?width=150&height=74&name=the-sales-blog-live-training-webinar%201%20(1)%20(1)-1.png)
  
  ###### LIVE TRAINING EVENTS
  
  ### Upcoming virtual training events & in-person workshops
  
  ###### Improve your win rates
  
  
  
  
  
  
  
  [![Speaking](https://no-cache.hubspot.com/cta/default/2922376/2a02e2ae-517f-42dc-a8db-40ef42615279.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/2a02e2ae-517f-42dc-a8db-40ef42615279) 
  
  ![dropdown-offer-anthony-speaking](https://www.thesalesblog.com/hs-fs/hubfs/dropdown-offer-anthony-speaking.png?width=150&height=75&name=dropdown-offer-anthony-speaking.png)
  
  ###### Keynotes & Workshops
  
  ### Hire Anthony to Speak @ Your Event

- WIN AT SALES
  
    - The Sales Environment
    - [ Sales is broken ](https://www.thesalesblog.com/sales-is-broken)
    - [ Modern sales ](https://www.thesalesblog.com/revenue-growth-blueprint)
    - Sales Resources
    - [ Blog ](https://www.thesalesblog.com/blog)
    - [ Podcast ](https://www.thesalesblog.com/blog/tag/the-anthony-iannarino-show)
    - [ Live Training Events ](https://events.thesalesblog.com)
    - [ Modern Sales Methodologies for Enterprises ](https://www.thesalesblog.com/modern-sales-metholodogies)
  
  [![View Events](https://no-cache.hubspot.com/cta/default/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111)
  
  ###### Live Training Events
  
  ### Upcoming training events & workshops
  
  
  
  
  
  [![Sales Accelerator Training](https://no-cache.hubspot.com/cta/default/2922376/cda2541c-e77c-44de-9752-0a68716d50e9.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/cda2541c-e77c-44de-9752-0a68716d50e9)
  
  ###### Online Training Platform
  
  ### Sales Accelerator
  
  
  
  
  
  [![Revenue Growth Blueprint](https://no-cache.hubspot.com/cta/default/2922376/b2913e6b-029b-4079-96bb-20e4ad251bc6.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2913e6b-029b-4079-96bb-20e4ad251bc6)
  
  ###### #1 Resource
  
  ### Revenue Growth Blueprint
- [ BLOG ](https://www.thesalesblog.com/blog)
- [ SPEAKING ](https://www.thesalesblog.com/speaking)
- SALES TRAINING
  
    - [ Sales Accelerator + Monthly Webinars Bundle ](https://www.thesalesblog.com/sales-training-events-bundle)
    - [ For Individual Reps ](https://www.thesalesblog.com/individuals)
    - [ For Teams ](https://www.thesalesblog.com/sales-accelerator)
    - [ Events & Other Programs ](https://events.thesalesblog.com)
    - [ Hire Anthony to Speak ](https://www.thesalesblog.com/speaking)
    - [ Modern Sales Methodologies for Enterprises ](https://www.thesalesblog.com/modern-sales-metholodogies)
- [ EVENTS ](https://events.thesalesblog.com)
- [ BOOKS ](https://www.thesalesblog.com/books)
- [ ABOUT ](https://www.thesalesblog.com/anthony-iannarino)
- [ CONTACT ](https://www.thesalesblog.com/contact)
- Hit Sales Targets
  
  [![View Events](https://no-cache.hubspot.com/cta/default/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111)
  
  ###### LIVE TRAINING EVENTS
  
  ### Upcoming virtual training events & in-person workshops
  
  ###### Improve your win rates
  
  
  
  
  
  
  
  [![Speaking](https://no-cache.hubspot.com/cta/default/2922376/2a02e2ae-517f-42dc-a8db-40ef42615279.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/2a02e2ae-517f-42dc-a8db-40ef42615279)
  
  ###### Keynotes & Workshops
  
  ### Hire Anthony to Speak @ Your Event

- [Latest from  **The Sales Blog**](https://www.thesalesblog.com/blog)

- [Categories](https://www.thesalesblog.com/blog-categories)

# Who Killed Customer Loyalty

![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg)

Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino)   
 May 24, 2016

“Customers are no longer [loyal](https://www.thesalesblog.com/blog/companies-arent-loyal-people-are). They will leave to save a few dollars.”

There is some truth to this statement. People are no longer as loyal to companies as they once were. They don’t feel the same undying loyalty they did at one time.

The interesting question is not whether this statement is true. The interesting question is, “Who went first?”

When we say people are no longer loyal, we need to identify of whom exactly we are speaking.

## Who Went First?

Did the customer go first?

Did the customer who was totally satisfied and thrilled beyond belief suddenly decide that it made no sense to be loyal and leave to find something [better](https://www.thesalesblog.com/blog/how-dissatisfaction-creates-opportunities)? Having all of their needs met by a company, did the bond on their side of the relationship weaken without any cause, destroying their loyalty?

This doesn’t make sense, does it? When people are 100 percent satisfied and know that people care about them, they tend to be extremely loyal. This is true even when something better is available to them. You have relationships with companies where the individual people are important enough to you that you won’t change for a better offering or lower price.

[All things being equal, relationships win](https://www.thesalesblog.com/blog/all-things-being-unequal-relationships-win). This fact has been true for thousands of years. It will be true for thousands more.

If the customer didn’t go first, who did?

## The High Price of a Low Transaction Cost

Is it possible that companies and businesses went first? Could the drive for increased profits have caused cost-cutting that reduced the service level and loosened the bonds between the company and their customers? Could a reliance on [automation](https://www.thesalesblog.com/blog/stop-automating-human-interactions) to reduce transaction costs under the guise of serving customers better have also eliminated many of the touch points on which deep, loyal relationships were built?

You may have a deep relationship with a brand. But in large, complex business-to-business sales, it’s difficult for a brand to generate loyalty. It’s the people inside the brand with whom you have the relationship. And when you no longer have a relationship, you no longer feel a sense of loyalty.

If you don’t care about your customers, if you have no intimacy, then why would you expect them to feel a sense of loyalty to you?

If you treat people like a transaction, then that is how they will view your relationship. Anyone can deliver a transactional experience. Loyalty requires much more of you.

 

###### Tags:

[Sales](https://www.thesalesblog.com/blog/tag/sales) [2016](https://www.thesalesblog.com/blog/tag/2016)

Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino)  on May 24, 2016

 Written and edited by human brains and human hands.

![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg)

Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success.

Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars.

Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com)

[Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino)

[![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video)

![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg)

### Free Sales eBook: Sales Call Planner

Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism.

[![DOWNLOAD EBOOK](https://no-cache.hubspot.com/cta/default/2922376/c9f553be-fbba-4813-9199-95c1603472e7.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/c9f553be-fbba-4813-9199-95c1603472e7)

## Are You Ready To Solve Your Sales Challenges?

![Anthony-Solve-Sales](https://www.thesalesblog.com/hs-fs/hubfs/Anthony-Solve-Sales.png?width=290&height=221&name=Anthony-Solve-Sales.png)

Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?**

[![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035)

### Join my Weekly Newsletter for Sales Tips

Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE!

---

[![TSB-Badge](https://www.thesalesblog.com/hubfs/TSB/images/TSB-Badge.svg) ](https://www.thesalesblog.com)

- Prospecting 
    - [Why is Sales Broken? ⭐️](https://www.thesalesblog.com/sales-is-broken)
    - [Prospecting Playbook](https://www.thesalesblog.com/prospecting-playbook)
    - [How to Build a Prospecting Plan](https://www.thesalesblog.com/blog/how-to-build-a-sales-prospecting-plan)
    - [Best Sales Prospecting Tools](https://www.thesalesblog.com/blog/best-sales-prospecting-tools-2022)
    - [7 Ways To Improve Prospecting](https://www.thesalesblog.com/blog/7-ways-to-be-better-at-prospecting)
    - [How To Find Great Leads ⭐️](https://www.thesalesblog.com/blog/sales-prospecting)
    - [Sales Prospecting Techniques](https://www.thesalesblog.com/blog/sales-prospecting-techniques)
- Sales Strategy 
    - [Revenue Growth Blueprint 🔑](https://www.thesalesblog.com/revenue-growth-blueprint-lp)
    - [Sales Strategy Examples](https://www.thesalesblog.com/blog/sales-strategy-examples)
    - [B2B Sales Books for New Salespeople](https://www.thesalesblog.com/blog/9-essential-books-for-new-b2b-salespeople)
    - [Build an Effective Sales Strategy](https://www.thesalesblog.com/blog/how-to-build-a-sales-strategy)
    - [Ultimate Sales Strategy Template](https://www.thesalesblog.com/blog/ultimate-sales-strategy-template)
    - [Sales Strategy Presentation 101](https://www.thesalesblog.com/blog/how-to-conduct-sales-strategy-presentation)
    - [Solve Your Sales Challenges](https://www.thesalesblog.com/solve)
- Sales Training 
    - [Sales Team Accelerator ⭐️](https://www.thesalesblog.com/sales-accelerator)
    - [Sales Accelerator for Individuals](https://www.thesalesblog.com/individuals)
    - [B2B Sales Roadmap](https://www.thesalesblog.com/b2b-sales-strategy-roadmap)
    - [Sales Team Management Guide](https://www.thesalesblog.com/sales-team-management)
    - [Sales Prospecting Guide](https://www.thesalesblog.com/ultimate-guide-prospecting-sales)
    - [Cold Calling Examples](https://www.thesalesblog.com/blog/cold-calling-examples-3-scripts-to-close-more-deals)
    - [How to Pick Leadership Training](https://www.thesalesblog.com/blog/how-to-pick-sales-leadership-training)
- Free Sales Resources 
    - [Get All My Resources ️⭐️](https://www.thesalesblog.com/resources)
    - [Selling without a Sales Manager](https://resources.thesalesblog.com/selling-without-manager-ebook)
    - [Sales Call Planner](https://resources.thesalesblog.com/sales-call-planner-ebook)
    - [Elite Sales Strategies](https://www.thesalesblog.com/boobks/elite-sales-strategies)
    - [Coaching: Sales Manager Guide](https://resources.thesalesblog.com/coaching-ebook)
    - [How to be a Sales Hustler](https://resources.thesalesblog.com/become-sales-hustler-ebook)
    - [Subscribe to my VIP List](https://www.thesalesblog.com/newsletter)

[![New call-to-action](https://no-cache.hubspot.com/cta/default/2922376/b9951631-1806-4771-8eb4-e52d25198961.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b9951631-1806-4771-8eb4-e52d25198961)[![New call-to-action](https://no-cache.hubspot.com/cta/default/2922376/abf5b8a4-d65f-44d3-aef3-5b2de02d5279.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/abf5b8a4-d65f-44d3-aef3-5b2de02d5279)[![New call-to-action](https://no-cache.hubspot.com/cta/default/2922376/58c24853-ed90-4294-849c-a594238ba941.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/58c24853-ed90-4294-849c-a594238ba941)

- [Home](https://www.thesalesblog.com/)
- [Anthony ](https://www.thesalesblog.com/anthony-iannarino)
- [Blog](https://www.thesalesblog.com/blog)
- [VIP List](https://www.thesalesblog.com/newsletter)
- [Speaking](https://www.thesalesblog.com/speaking)
- [Podcast](https://www.thesalesblog.com/blog/tag/in-the-arena-podcast)
- [Resources](https://www.thesalesblog.com/resources)
- [Contact](https://www.thesalesblog.com/contact)

- [* * ](https://www.facebook.com/thesalesblog)
- [* * ](https://twitter.com/iannarino)
- [* * ](https://www.instagram.com/iannarino/)
- [* * ](https://www.linkedin.com/in/iannarino/)
- [* * ](https://www.youtube.com/@iannarino)

Use of this Site constitutes acceptance of our [User Agreement](https://www.thesalesblog.com/terms-of-use). The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of S. Anthony Iannarino.   
**Copyright © 2009 - 2026 S. Anthony Iannarino. All Rights Reserved. [Privacy / Terms of Use](https://www.thesalesblog.com/terms-of-use)**

```json
{
  "@context" : "http://schema.org/",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Anthony Iannarino"
  },
  "dateModified" : "2023-02-19T12:19:03 PM",
  "datePublished" : "2016-05-24 19:42:36",
  "description" : "“Customers are no longer loyal. They will leave to save a few dollars.” If you don't care about your customers, why would they care about you?",
  "headline" : "Who Killed Customer Loyalty",
  "image" : {
    "@type" : "ImageObject",
    "height" : 16,
    "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/Image/favicon.ico",
    "width" : 16
  },
  "mainEntityOfPage" : {
    "@id" : "https://www.thesalesblog.com/blog/a-question-of-loyalty",
    "@type" : "WebPage"
  },
  "name" : "Who Killed Customer Loyalty",
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "height" : 24,
      "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/TSB/images/TSB%20Logo%20Dark.svg",
      "width" : 228
    },
    "name" : "The Sales Blog"
  }
}
```