7 Steps to Building Lasting Relationships

In the current state of sales where everything is tech savvy programs for analytical research, it is easy for clients to become a number in the pipeline (they literally become a drop in the bucket). Even the most mediocre sales “professional” can fast talk their way into some business, but the idea is to build relationships with loyalty that generate testimonials and referrals. Over time this loyal client base becomes the core of the business, the first to try new products and services, and the ones who will give us the honest feedback instead of leaving us for the competition. In short, building and expanding a loyal client base anchors our business.

The purpose of this article is to take a step away from analytics (one of my favorite topics) and talk about good old fashioned relationship building. If the goal is to build a thriving business with a loyal base, it has to start with the first interaction and there has to be a development plan in place to nurture and grow that relationship over time.

1. Earn their trust (and their business) with truth

Working from a script will never earn you someone’s trust. People see through telemarketing speak and immediately become wary when someone jumps straight into making promises. In addition to being sales professionals, we are all consumers. One of the most common tactics in communicating my sales methodology is to put sales reps in the passenger seat by role playing as the client. When a sales person is honest and transparent, they are likely to earn your business. When they are slick and apply pressure, you walk away. Step one in building relationships with clients is earning trust. If you cannot earn trust up front and end up closing a deal based on dropping the price, that is all that client will know of how you do business. When someone beats the price or shows the client other benefits, the client will leave. You might not be the least expensive option - and that’s ok - because there are a lot of other differentiators in the mix. In the best possible scenario the client likes working with you, wants you to manage their account, and in time you become irreplaceable to them by meeting their needs in a seamless and unobtrusive way.

2. Talk to them like actual people

Clients are people too! Every time you call (or walk into) a new business you are dealing with another human person. That person may be having a great day, the worst day of their lives, or it could just be another Monday. Jumping straight into a sales pitch could be like lighting a powder keg depending on their mood and circumstances. Do not treat people like “the client”. Susie the administrative assistant can be your best friend or your worst enemy. Once you know that Susie is a foodie who loves her local sports team and has a kid at the state college, she could become your biggest advocate and that relationship could yield great success. One of my pet peeves is going from “How are you doing?” straight into the pitch. There is always time for building rapport and over time that becomes the backbone of the relationship. Also, if you want to become a champion at building real relationships, you should practice on every call and in every meeting.

3. Keep your promises

We have all known that flakey friend who rarely does that they say they will. Nothing will run off a perspective (or new) client faster than breaking your promises. If you say you are going to be there, you show up. If you guarantee a custom order, you make it happen. The old rule is “under promise and over deliver” but often I hear desperate please followed by sales people breaking their necks to be true to their word. There are too many factors outside of any one person’s control to make certain kinds of promises. Clients trust you to do what you say you are going to do. Expectations need to be realistic and honest. This is another example of where a relationship can overcome an obstacle. If you build a trusting relationship and communicate honestly, most human people will be patient and understanding as long as the issue can be resolved quickly.

4. Never pass Clients off

Once you have put all of the time and effort into building this relationship and you become the go to person for the client, you have to maintain continuity. That means even when they call you about a service/technical issue that you are in no way responsible for; you have to hold their hand through the process of resolving the issue then follow up with them to make sure they are happy. The quickest way to lose trust and rapport is to pass them off with a “well, I’m just your sales rep so you should really call so and so”. They should really call you because you are their trusted partner. Then it is your job to involve the right people to resolve the matter. Clients remember people who take care of them and actually care instead of just paying them lip service.

5. Don’t always make it about work

There is more to my life than work. I have favorite TV shows, sports teams I follow, and people that I care about. After working with you for a period of time if you know nothing about me outside of my professional role, then we do not have the rock solid relationship you think we have. I am not saying we have to be the best of friends, but clients I have long-standing relationships with know about my life and vice versa. If I run into them in town I know the names of their wife and children. If my company is giving away tickets for an Atlanta Braves game and I have access to a box, I call my clients who are huge Braves fans and give them that experience. From an inside sales role in an office you cannot always get the box at the Braves game, but you can still get to know your client as a person and have a conversation that makes them remember you, like you, and want to take your calls.

6. Remember important occasions

This is the part of going the extra mile that makes a huge impact. Everyone should have a calendar somewhere in their office. Use it to remember people’s birthdays, business anniversaries, or their yearly anniversary as a client. Most people in business do not take the time to keep up with this stuff, but LinkedIn makes it incredibly easy. LinkedIn keeps up with a lot of birthdays and business anniversaries and a CRM can give you the initial date you earned a client’s business. Every year on that date, send a card or a token from your company to say thank you for the last year of doing business with me. People want to hear things like “I appreciate you”. After time, you can look back on a lot of years of business with a longstanding client and that becomes a testimony to your ability to earn and keep business.

7. Find ways to help them build their business

If you want to build your business, help your clients build theirs. Using your resources to support your clients, their causes, and help them build their brand will build a level of loyalty beyond giving them great service. Showing up for your client when you do not have skin in the game illustrates your commitment to that relationship.

In the end it does not have to be all about business in today’s world. If you make people feel like a number they will likely jump ship when the next company along that shows them more attention. Look at the businesses that are at the pinnacle of success today and you will see business that focus on people. Companies are taking better care of their employees and improving company culture. Companies are sponsoring charities and events to make their communities a better place. Companies are making sure that their clients are having the best possible experience. Building relationships are the essential key to earning and keeping business.