Enhancing Customer Relationships To build mutually satisfying relationships between buyers and sellers, professional salespeople must be competent in accomplishing five ongoing tasks: 1) providing information, 2) reducing risk, 3) establishing high standards and expectations, 4) anticipating and responding to customer problems and concens, and 5) monitoring and improving customer satisfaction. For each of these, explain what it means and why it is important to building a relationship Providing Information: Reducing Risk Establishing High Standards and Expectations: Anticipating and Responding to Customer Problems and Concern. Monitoring and Improving Customer Satisfaction