South Africa, Aug. 8 -- That kind of personal and professional endorsement is pure gold.

You have to do a lot right to build that kind of loyalty. Even if your products are the best, you still have to treat your partners well. Even if your pricing is good, your partners still need your help marketing your products.

And, like any relationship, loyalty takes time to build. Loyalty to your brand and products doesn't simply happen by default.

Rather, there is a very methodical and practical way to go about building connections, relationships and loyalty.

Loyalty is built, not bought

Loyalty shows up in actions and behaviours - ultimately, in your channel partners prioritising and recommending your brand - but also in things like committi...