The term industrial minerals' covers a wide range of minerals, from diamonds to silica sand, which are fundamental to the sustainability of a wide range of industries, from drilling mud to autocatalysts. The paper commences with an overview of the industrial minerals markets, with particular reference to the characteristics that impact on the development of a successful marketing strategy. This is followed by the identification of the steps to be taken in the negotiation and execution of an industrial minerals sales contract, from identification of the appropriate product through negotiation of the contract to ongoing customer relations. An understanding of your customer's business is fundamental to a mutually successful long-term relationship with that customer. The paper concludes with an overview of the techniques and approaches through which such a relationship may be achieved and maintained.