Build relationships, not transactions

In a world where we are focused on earning money, and particularly so now that we are trying to navigate ourselves financially through a pandemic, it’s time to shift our focus. Do we really know what our customers think of us: our products, services, and brand as a whole?

Too many businesses are failing to recognise the importance of the client/potential client relationship. Yet this awareness means we can design our business to meet consumer demand, improve productivity, and drive innovation. Building relationships is the key to unlocking untapped potential, gaining further transactions, and thus generating long-term success. 

Know yourself and your brand
It is absolutely crucial that you know yourself, your services/products, and your brand, inside-out. What do you stand for and what makes you stand out? What is your USP that sets you apart from your competitors? Think about what you are trying to accomplish; your mission and value statements, and how you see your business developing over time. Know where your brand fits into the market and how it can best meet the needs of your customers. You will not be able to establish a relationship with your customers if you don’t know who you are and what you value most. Be personal, dynamic, and authentic.

Understand your target audience
Equally, you won’t be able to serve your customers well if you don’t know who they are. Your audience are the ones who will provide value to your brand so everything should be done with them in mind. Spend time conducting market research, engaging with potential and current customers, and figuring out what makes them tick. What do they need right now that you can provide? Build a strategy that caters to them and be ready to meet changing consumer demand.  

Provide value to your customers
This doesn’t mean you have to constantly give things away or offer hefty discounts, but you should provide something of value to your customers from time to time. This could be by way of a newsletter, blog article, or some other form of information that helps them in their everyday life. Of course, it’s ideal if this information links directly back to your product offering, but keep the primary focus on the consumer. 

Be open and transparent
We currently live in the ‘age of the customer’. They control the conversation, who they choose to engage with, and who they choose to ignore. Your goal is therefore to show your target audience that you’re worth their time and effort. Most businesses are uncomfortable sharing information about how they do what they do, or what goes on behind the scenes. But, customers value honesty and transparency and, are more likely to remain loyal to businesses that provide this to them. The more your customers know about you, both your successes and failures, the stronger their relationship with you, and your brand, will become. 

Focus on continued improvement
Never stop improving your product or service, and never stop improving yourself. Listen to your customers and adapt to their needs. Take note of suggestions from team members on how the business can be run better. Can you streamline certain processes to provide greater efficiency and a better customer experience? Can you leverage new technology? High-performance organisations also understand how they are different from their competitors and how they can use that differentiation to appeal to their target market. Building deep customer relationships and taking the time to learn how to serve your customers better will ultimately lead to long-term brand loyalty. 

Build a community
The best way to build human connections is by building a community around your brand. We are living in a digital world where we crave relatable and authentic interactions with others. Building a community will allow your customers to have a space in which they feel seen and heard, and hopefully catered to. Develop a value-driven presence on social media and involve your audience by allowing them to interact. You’re inviting customers to become a part of something bigger and to have an impact together. 

Stop thinking of your customer as a one-off transaction. Instead, think of each sale as a stepping block to building a long-term relationship. You want the customer to choose you over your competitors every single time they make a purchase decision. The aim is to not only have customers coming back but for them to recommend your business to others, ensuring customers are retained for a lifetime.

To find out more about how blue umbrella Virtual PA Services can help your business, please contact us anytime on 020 3021 0503, or info@blueumbrella.co.uk