There is a truism in marketing: It is much easier and cheaper to retain a customer than to acquire a new one. The corollary to that it is also easier to lose a customer than to gain a new one. That is why Ahmar Group sees a business model built on hard work to develop close relationships with fewer customers whom we can service well than a huge customer base with low per-customer transaction rates and low loyalty.
A highly valued, close-knit customer base allows Ahmar Group to do the same thing on the supply side: to reduce non-performance rates, maintain documented quality and to create value through assured, trustworthy supply and purchase transactions.