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The Importance of Building Long-Term Relationships in Business


The world of sales has changed. 

Gone are the days with endless cold-calling and spam emails – because let’s be honest, that’s borderline harassment! To be successful in sales you have to play the long game. It’s about understanding the way in which your avatar thinks and the moves they make. Because at the end of the day, money is a trust currency. You don’t just hand over your hard-earned money to strangers. There needs to be a level of trust built between you and your client so that when the time comes for them to be making those big decisions, you are the clear, trusted choice. 

And that’s where building relationships comes in. Every step you take in building a stronger relationship with your client, the bigger their trust for you will be.

Why do business relationships matter?

Creating a relationship with both new and potential customers allows businesses to offer a more personalized and enticing customer experience. And it’s exactly the quality of the experience you offer that will determine whether or not you’ll establish long-term business success. 

In a recent study, 86% of customers claim their experiences are just as important as the actual product or service they purchase.

This means businesses are not only required to provide products or services their customers need, but they should also deliver a great end-to-end experience across every touchpoint.

Building Long-Term Relationships in Business

So how do you build these long-lasting relationships with your clients? Well it starts with YOU. 

Your business should be aligned with your values and integrity. Your passion for your industry should shine through in every product you offer, every communication you make and every campaign you share! 

There should be a seamless integration between you and your business. They should be one and the same. If you don’t feel that your business aligns with your values, take a read of our blog post ‘How to Define Your Brand Essence’, which will guide you through translating your core essence into all areas of your business. 

Ultimately, to be successful – your business needs to establish positive relationships with its clients. 

Follow these relationship-building steps to ensure that when your clients need a service – you are the easy choice!

  1. Be Authentic

Authenticity can make or break your business. 

Great products are the bricks to build your business, but your values are the foundation holding it together. Without a genuine approach, your business basically has no support system. 

Great products will bring customers to you. But it’s your core essence that keeps them around. 

Let the love for your craft show. Passion translates. Radiate energy and inspiration through every step of your customer journey. If you enjoy what you do, clients are going to want to work with you. 

Establish core values (and stick to them). Don’t try too hard to be catchy and full of ‘sales talk’. Aim to have open, honest communication with your clients. This helps build long-term, trusting relationships, ensuring your business has the longevity you desire! 

Keep in mind your business is always growing. And if at any point it doesn’t feel like ‘you’: stop, regroup and reflect. Establish your core essence and then get back to creating magic. 

  1. Don’t be afraid to get personal!

Part of building a long-term relationship is getting to know each other. Remember, your clients are humans too! The more transparent you are, the easier it will be for them to trust you. 

Don’t be afraid to share your true self and opinions with your clients – as well as making you relatable this can also really help mutual growth! Sharing your vulnerabilities can not only increase your relatability but also increases trust levels. Vulnerabilities don’t make you weak – there is a strength in sharing past failures or mistakes with potential clients. It shows that you are capable of growth (and that you’re also a real person)!

  1. Take things offline

In a digital, tech-centric world designed to streamline communication, losing our personal connections is all too easy. The difference between a video conference and talking to someone in person can go a long way toward building trust.

Covid permitting – invite your clients out to dinner! The power of wine and dine works in business relationships too! Get to know them over a great meal and start to understand their motivations. This will make doing business further down the line a much easier transition! 


Just like your personal relationships, business relationships take time to develop. It’s an investment. And as with anything you invest in, it compounds over time. It’s a process that turns every touchpoint with your client into an opportunity for communication, trust and mutual growth. 

Play the long game. Take your time getting to know people without the intention of selling anything to them. Build those relationships and trust so that one day when the potential client requires a service, you are in their mind as a respected, trust-worthy choice.

Ready to build a long-term relationship?

Is your business currently single and ready to mingle? 

Because we would love to enter into a ‘business relationship’ with you. 😉

Do you imagine the world as it should be?

Do you believe in elevating the human experience at a core level?

Then we want to hear from you! 

If you’re open to growth opportunities for not only your business, but for yourself as an individual, then we might be a great fit for each other!

Our team prides ourselves on quality of service and creativity – and we expect the same from a partner. 🙂If you’re feeling committed to investing time into boosting your business then we would love to partner with you! To learn more about ‘Watt’ we can offer you, feel free to explore our website for more information 🙂