In sales, relationships matter more than ever. Many sales professionals strive to build customer relationships through discounts, loyalty programs and upselling. However, real relationships are built on bonds that do not involve price changes.

Online marketer Steven Macdonald says that when salespeople focus on relationship marketing, they can get inside customers’ minds and hearts. If you want to learn how to form impactful relationships with your customers and prospects, read on. We share Macdonald’s tips in this issue of Promotional Consultant Today.

Strive to create emotional connections with customers. Think about some of your favorite consumer brands. Those who particularly enjoy products from Apple or Nike are often so loyal that if others talk negatively about the brands, they still stand by the companies. Macdonald says this kind of emotional connection is also possible in B2B sales. After all, you sell to a person and not a business. You interact with a human being when pitching ideas and developing campaigns. To connect on an emotional level with your customers, Macdonald says it’s important to build trust, show personality and inspire confidence. You can do this by delivering on your promise at every stage of the customer journey.

Know your “why.” When you want to strengthen relationships with your customers, it always helps to know why you are reaching out to them. According to Macdonald, you should have a meaningful reason beyond meeting your sales quota. When you strive to create value for customers, they pay attention. When they see that you stand for something, whether it’s helping during the COVID-19 crisis or volunteering in your local community, they notice. When you are firm on your “why” and you work with purpose, you naturally help build customer relationships.

Macdonald points out that being purpose-driven is a growth driver for your business. He notes research that shows that 47 percent of customers buy from brands that support a good cause on a monthly basis and nearly all customers 91 percent would switch brands if a different brand of similar price and quality supported a good cause. Think about what matters most to you and aim to get involved in some way.

Leverage your brand community. A brand community comprises a group of customers who support and promote your brand whenever possible. Macdonald encourages sales professionals to leverage this community by bringing them together. Maybe you host a Facebook live event in which you invite your community to share and discuss marketing ideas. Remember to listen to your community and help them spread the word about what you can offer.

When thinking about CRM, the time is right to focus on the R – the relationships. Sales professionals can help build, nurture, and grow customer relationships by tapping into customers’ hearts and minds. It starts by considering how you make your customers feel. How they feel about you determines the strength of the relationship. To nurture those bonds, make sure you know not only your customers, but also your own personal purpose.

Compiled by Audrey Sellers

Source: Steven MacDonald is an online marketer who works as a digital marketing manager for SuperOffice.