People buy from people they trust. That’s the not-so-secret secret. If your customers trust you and your business, they will buy from you. As simple as that is to understand, getting customers to a point where they trust you is a little less intuitive. The bottom line is that your customers need to be more than a sale — they need to be a person with whom you have a relationship.

Relationship marketing will forever and always be a means by which you can gain loyal customers. During a pandemic marked by isolation, many people have realized just how valuable relationships of any kind really are. That means that as a business owner, you can provide your customers with a product or service that they need while also providing them with a genuine, trusting relationship.

That being said, trusting relationships take work to build. If you’re unsure just how to do that, here are a few suggestions.

  1. Actively Listen To Them.
    When your customer tells you about the problem they’re trying to fix, don’t spend that time just formulating your response. Truly listen to what they have to say. That will let them know that you really care about fixing it rather than just making a sale.
  2. Shoot Them Straight.
    Honesty is everything in a healthy relationship. You might have to tell customers something that they don’t want to hear. If it’s what they need to hear, they might be mad at first, but in time, they’ll appreciate that you were candid with them and be more likely to trust your guidance in the future.
  3. Continue To Stay In Touch After The Sale.
    Nothing reveals that a relationship wasn’t genuine like abandoning it after you get what you want. If you make a sale, be sure to personally follow up with your customers to see how they’re enjoying the product or service and offer to answer any questions or fix any problems that they might have.
  4. Show Them That You’re Thinking Of Them.
    A little gesture can go a long way. When a customer receives a thank-you card, a personalized note, or even a gift from your business, it shows that you care about their business even when you’re not speaking with them.
  5. Make Them The Hero Of The Story.
    Customers are on a journey to solve an issue, and your product or service might be their way to do that. So, make your customer the Luke Skywalker to your Yoda or the Daniel LaRusso to your Mr. Miyagi. Make sure they feel valued and aided by your guidance on their journey.

When you prioritize relationships above sales, you’ll earn both the sales that you want and the loyalty of your customers. So, as you turn leads into customers, make sure you’re turning strangers into friends as well!

Article by
Wayne Goshkarian,
Director of Communications

Wayne Goshkarian in front of his jet