There’s an old saying that goes, “People don’t care how much you know, unless they know how much you care.” Everyone wants to feel important and wants someone to care about them and their needs. Whatever the situation; everyone wants to be acknowledged, heard and understood.

Businesses can also create this credibility by creating personal relationships with their clients. My financial planner sends thank you notes for referrals he has received with a promise to care for each referral with integrity and respect. Good business is based on relationships. Good relationships are based on trust. And, when a client trusts a business for either a product or service, that client will be loyal and will refer others. With continued relationship building and trust, businesses grow and become more and more successful.

Following are a few helpful hints in building these personal relationships.

1) Greet your clients. Greet them like they are important to you, because they are! Be courteous, friendly, polite and, most importantly, sincere. A client will know when you are not, so sincerity is crucial. And, if you greet them over the phone or via email, make it a point to meet them face to face. It will help you remember them, but more importantly, it will help them remember you.

2) Listen first. Many times, instead of really listening to the person, we are thinking about what we are going to say next. When we do this, we miss out on what is really important and how we can best meet his or her needs. Listening attentively and asking pertinent questions, lets the clients know you are attentive to their needs.

3) Be honest, it goes a long way. Be truthful and if you don’t have what the client needs or can’t help him, refer him to someone who can. That’s right! Refer your client to someone else. By doing this, the next time this client is looking for a particular service or product he will think of you first. It may not help business in the beginning, but it does help in retaining loyal customers. These clients will tell their friends about your integrity and your business will grow.

4) Remember the little things. If your client is a fly-fisherman, ask about his hobby. If a couple is looking forward to a nice vacation, ask them about their travels. By sincerely inquiring about the little things, you will continue to reiterate to your clients that they are important.

5) Follow up. Once you’ve gotten their business, keep their business. Stay in touch. Send birthday cards, holiday greetings or congratulations. Nothing says “you are important” like a hand-written note. These are few and far between. Take the time to do this and it will mean a great deal to your clients.

These are just a few helpful hints on creating personal relationships with your clients. It’s important to remember that everyone wants to know that someone cares for them.

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