The study sets out to understand how small and medium enterprises (SMEs) learn through inter-firm conduits and carry the acquired knowledge through their processes. This research answers the question: How does knowledge sharing in inter-firm relationships influence a firm's offering? The study focuses on supplier–customer relationships and presents evidence of supplier learning through 12 episodic interviews from four Finnish SMEs. The results highlight interaction and open communication, which enable firms to not only understand customer needs but also identify opportunities. The acquired knowledge sense-making routines help understand customers’ way of working and how to align the offerings with their needs. Customer involvement in the offerings process strengthens the relationship and helps generate steady growth. The findings yield practical implications for managers by providing a value-enhancing solution to address customer needs; it should begin with understanding customers’ way of working, their problems and the job they intend to perform.