This document discusses building loyalty in business markets. It outlines key differences between consumer and business markets, noting that business markets have fewer customers, larger transactions, and customized products or services where usage determines value. It then presents a typology of benefits for customers as tangible financial, non-tangible financial, tangible non-financial, and non-tangible non-financial. The document explains how benefit stacks and decision maker stacks differ for typical customers. Finally, it introduces levels of a loyalty ladder and types of customers from most valuable to underperformers based on their position on the loyalty ladder and the seller's cost to serve them.