Forget Sales And Focus On Relationships

Tim Crowley
Posted on September 25, 2013

Technological communication is another form of contact and relationship building, with its own social etiquettes, but it’s the quality of the relationship that matters most, no matter how it develops.

One thing that I have learned while interviewing limo operators, is that everything depends on the relationships you build with your clients and colleagues. Whether it’s how you treat your customers, or how you treat your coworkers and affiliates, a healthy mutual respect and value can become a prized commodity for your business.

And when engaging with each other, our era is likely one of the most profound in the history of communication. The tools available for brands to communicate with their clients have never been more abundant, but because of this many avenues can easily be overlooked as having no value.

As Entrepreneur Magazine’s Tukan Das says in his article Stop Worrying About Sales and Build Relationships, “It's important to not only look at social media as a channel to get your message out there but also as a way to truly build meaningful relationships with potential and existing customers.”

He uses the example of someone tweeting out there, “Thinking of getting a car this summer. Any suggestions?” And how a savvy car brand can reach out to him and engage him with a suggestion, and not a hard sell, and could build a rapport with the customer that may lead to a future sale.

This type of interaction is known as “earned media,” and resembles word-of-mouth advertising.

Building great relationships with people is a fine and subtle art that happens over time through communication, be it face-to-face, on the phone, through email, or now through social media. But in the end we’re still talking about a meaningful human connection, and that is still one of the core tenets of a successful business.

— Tim Crowley, LCT senior editor

Related Topics: customer service, management

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