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How to make authentic customer connections

Jun 17, 2021




Closing a sale is always a rewarding feeling, but one thing is even better: when a customer returns to order from you again. And again.

Long-term relationships are the foundation of a successful network marketing business. When your customers feel loyal to you and your business, they may purchase more frequently and pass on your details to their own friends and family, boosting your business organically. According to Neilsen research, 83% of people rely on referrals when making purchasing decisions. This powerful statistic underscores the importance of word-of-mouth marketing.

In order for customers to remember and recommend you, however, it’s essential to spend time nurturing the relationships you have with them. So how can you develop these long-term relationships with your customers? The emphasis is on the word relationship as creating an authentic connection is essential. Here are three ways to go about it…


Be genuine

No one likes to feel like they’re being ‘sold’ to, so always treat customers as you would a close acquaintance, with a manner that’s warm and friendly while also being courteous. Show your true personality and seek to make a connection on a human level. One way to do this is by referencing some of the people or hobbies you have in common, whether it’s a mutual friend or a shared love of mountain-bike riding.

Also spend time getting to know them as a person, rather than as a ‘prospect’ or a ‘customer’. Spend more time listening than talking so you can learn more about their interests and values. Consider the ways you could make their lives a little bit easier or more enjoyable.

Prioritise your existing customers

Chasing new leads can be tempting, but it should never come at the expense of your existing customers. You might have heard the old saying that it costs five times as much to acquire a new customer as it does to retain an existing one. In fact, Harvard Business Review reports* that it can be as high as 25 times more expensive.

As you spend more time listening to your customers, you’ll learn to anticipate their needs and wants, a skill that’s essential to building authentic long-term relationships. Think about how you communicate with each customer and what their preferences are. Do they prefer phone calls, coffee catch-up or emails? Tailor your approach to each person, to best fit into their lifestyle.

Next, make a note of important information they share with you, such as birthdays, anniversaries and other significant dates, and offer suggestions for gift ideas that are genuinely thoughtful. Similarly, if they share plans for a holiday, you might get in touch to check whether they need to replenish any product before they go.

Never be pushy or sales-focused – your goal is simply to consider how you can help make their life easier.

Exceed their expectations

This sounds fairly simple, but it’s actually a three-step process – promise, expectation and experience – as outlined by William T. Brooks in his book The New Science of Selling and Persuasion.

As you can see, the first step begins with the promises you make. Whether it’s the delivery of a product order or planning the details for your next direct sales party at home, it’s important to only promise what you can deliver on.

Next, if any details change – for example, if an order shipment has been delayed due to unforeseen circumstances  – always communicate swiftly and honestly with your customer. This keeps you both on the same page, helping you manage their expectations.

Finally, think about how you can add even more to their experience with you. One way to do this is by following up after they’ve been using a product for a week or 10 days, to see if they have any questions or feedback.

Simply being honest about what’s possible – and then doing it – goes a long way towards creating an authentic customer connection. As the American poet Maya Angelou once said: “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

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* https://hbr.org/2014/10/the-value-of-keeping-the-right-customers