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Boost Your Sales by Building Relationships

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No matter what type of business you’re in, you must master the skill of relationship building if you want to be successful. Customers make buying decisions based primarily on emotion (whether they like the person/business selling to them), so building “know, like, and trust” is a critical part of the sales process.

Three key ways to improve relationships with your customers are to be visible, to share knowledge, and to communicate regularly.

Be Visible – Let customers see who you are. Do you have a vision for your company? What about a mission statement? Are they displayed and communicated to your customers? Your vision and mission represent what is important to you and your company. Sharing these with your customers can help you build trust (and a connection) with your potential and current customers. Your statements should not just be words on the wall though – they should be ingrained in your culture and should be evident in the way that you do business.

 Share Knowledge – Provide value to your customers. When a customer contacts your business, you have the opportunity to answer questions and to share valuable information before ever receiving compensation. Sharing your knowledge builds credibility with customers and shows them that you are capable and trustworthy enough to help solve their problems.

 Communicate Regularly – Keep in touch with your customers. Very few businesses follow up with their customers after a sale, so sending a quick “thank-you” card to your customers will make your company stand out. Even if a potential customer doesn’t buy from you immediately, you can send a quick message saying, “Thanks for stopping by. Let us know if there is anything we can do to help you.” Reaching out in this way can foster improved relationships and possibly turn a stranger into a loyal customer.

Beyond communicating about sales, you should consistently be providing valuable information to your current and potential customers. Your database is the Golden Goose of your business, so stay in touch with the people in your database by sending them monthly newsletters, postcards, membership deals, helpful tips, etc. Your communication can be through email, social media, phone calls, and direct mail pieces. Remember that these touch points are not about selling to them directly though – they are about sharing knowledge, keeping them informed, reinforcing your culture/mission, and keeping your company top-of-mind.

In today’s world of fast-paced, average-at-best service, you want your business to stand out and to do more than “satisfy” customers. Letting your customers get to know you and your business, sharing knowledge with your customers, and communicating with your database on a regular basis can be the keys to building lasting relationships that result in lifelong customers.


Heather Yakes is an internationally recognized business coach and employee engagement expert ranking in the Top 10 in the U.S. & Top 100 worldwide. Heather is the recipient of the 2016 Business Excellence Awards Coach of the Year, the 2018 ActionMan Award for the Best Client Impact, and the 2018 Franchisee of the Year Award. She has 20+ years of experience working with Fortune 500 Companies and Big 4 Consulting.