Remember Season 2 of the TV series The Office, when Michael and Jan closed a deal over an “awesome blossom” and beers at Chili’s? (Michael wins the deal by actually taking the time to connect with the guy instead of using the hard sales pitch that Jan had prepped). It’s old-school relationship building at its finest.
We may have powerful tools to help us build relationships online today, but if 2020 taught us anything, it’s that the sentiment behind virtual relationships should be the same as in person: a genuine interest in connecting with and helping the customer.
As a Harvard Business Review article recently said,
“Relationships are everything...trust and integrity are fundamental to driving marketing momentum.”
Investing in relationship-building can pay off—big time. A 2-year study by Motista found that customers with an emotional connection to a company:
- have a 306% higher lifetime value
- stay with the brand for longer
- recommend at a much higher rate
Spending time on cold outreach, in contrast, will likely yield lackluster results since it holds no meaning for people. So, how can you nurture people’s interest, build up trust, and offer real value to your network?
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