Human Connection as a Trust Builder
According to Harvard Business Review , trust is one of the most valuable assets a company can have when building long-term customer relationships . In an era where consumers are increasingly sceptical of faceless , algorithm-driven interactions , the ability to build a one-onone connection stands out . It creates trust , loyalty , and ultimately , repeat business .
The 2023 Zendesk Customer Experience Trends Report also supports this claim , citing that 64 % of consumers expect companies to demonstrate empathy and understanding during their interactions . When trust is established , sales become less about transactional exchanges and more about relationship-building . We may not like to hear this , but people prefer to buy from people they like and trust .
Personalisation Beyond Algorithms
While data-driven personalisation is essential , there is a limit to what algorithms can accomplish . Algorithms might recommend a product based on previous behaviour , but it takes a human touch to understand the emotional and situational context of a consumer ’ s needs . In my interactions with our customers on the ground over the last several years , I have also gained useful insights not only on needs , but also worries , fears , hopes and perceptions that are otherwise challenging to capture outside of small talk and even facial expressions .
Customers are not just data points ; they are individuals with unique desires , challenges , and motivations . Companies that leverage relationship selling - where sales and external relations representatives or account managers take the time to listen and understand their clients ’ pain points - are able to offer customised solutions that can also inform your algorithms .
Social Proof and Networking as Catalysts
In an era where consumers are increasingly sceptical of faceless , algorithm-driven interactions , the ability to build a oneon-one connection stands out . It creates trust , loyalty , and ultimately , repeat business .
Another key factor driving the resurgence of relationship selling is the power of social proof . Research by Nielsen - a global leader in audience insights - indicates that 92 % of people trust recommendations from individuals - even if they don ’ t know them - over branded content . In a hyperconnected world where social media , networking platforms , and communities are central to consumer behaviour , personal relationships and endorsements carry significant weight .
Relationship selling taps into this by fostering genuine connections that result in referrals , testimonials , and social proof - one of the most powerful drivers of new customer acquisition .
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While traditional sales strategies often focus on short-term gains and one-off transactions , relationship selling shifts the focus to long-term value and customer retention . A Bain & Company study found that a 5 % increase in customer retention can increase profits by 25 % to 95 %. This staggering statistic underscores the value of fostering strong , ongoing relationships with customers .
Building long-term relationships with clients not only ensures repeat business but also opens doors to upselling and crossselling opportunities . Moreover , satisfied , loyal customers become brand advocates , helping to organically grow revenue by spreading positive word-of-mouth .
The Shift Toward Emotional Intelligence ( EQ ) in Sales
As automation and AI become more prevalent , the human ability to understand and respond to emotional cues is gaining importance . According to a report by McKinsey , companies that prioritise emotional intelligence in their sales strategies tend to have stronger customer relationships . High EQ allows salespeople to address not just the " what " of the customer ’ s needs but also the " why ," creating deeper , more impactful connections that drive customer loyalty .
The Blend of Tech and Touch The future of relationship selling does not
reject technology - it complements it . The most successful companies are those that find a balance between automation for efficiency and personal relationships for depth . Harvard ’ s research indicates that the most effective salespeople in the digital era are those who can leverage data to inform their human interactions as well .
Rather than viewing technology as a replacement for human relationships , leading businesses see it as an enabler . CRM tools , for instance , can help sales teams track client preferences , history , and pain points , making human interactions more informed and effective . Technology allows for more meaningful interactions by providing the necessary insights for sales teams to understand their customers deeply . The result ? Authentic , personalised engagements that drive higher conversion rates … or so we hope !
Moving forward , we can expect relationship selling to evolve further , with artificial intelligence and data continuing to play key roles in supporting deeper , more personalised engagements . However , empathy , trust , and emotional intelligence will remain at the core of long-term customer loyalty and revenue generation .
In a marketplace that is increasingly competitive and driven by technological advances , the companies that can blend the best of both worlds , will not only survive but thrive , setting new benchmarks for customer engagement and loyalty .
Katya Nyangi is a Marketing Director for External Relations at the African Leadership University . Her views do not necessarily represent that of the organisation . You can commune with her via email at : Katerina . Nyangi @ gmail . com .