How to Build Strong Customer Relationships in Sales

Many young CBI professionals are reaching out to me for an advise and I decided to share some thoughts: Over the years, I’ve found that selling services to our clientele is an art that requires passion, precision and a deep understanding of their world. Here are my top 10 strategies to boost your sales and build enduring relationships: 1. Immerse yourself in their world. Take the time to genuinely understand the lifestyle, values, and priorities of UHNWIs. 2. Foster relationships over transactions. Your goal should be to build meaningful, trust-based relationships. People value connections that go far beyond mere transactions. 3. Be their trusted advisor, position yourself as a knowledgeable, trustworthy partner. Your expertise should extend beyond your service offering, covering areas that are significant to them. 4. Respect their privacy and confidentiality at all times, manage their affairs with the utmost discretion. 5. Every touchpoint with your client should be tailored to their individual preferences, personalised and professional. 6. Demonstrate your track record with concrete case studies, certainly with discretion. 7. Listen much more than you speak, feel their emotional message. It is key to understanding their concerns, needs, and desires. It’s also the foundation for building trust and uncovering opportunities. 8. Avoid hard sales tactics. Strike the right balance between being assertive and respectful. 9. Focus on long-term relationship-building and continuous value creation. Offer services and support beyond the purchase. 10. Be ready to drop your sale if you see that your product is not the right fit for the client. Best of luck! And please feel free to share your best sales techniques in the comments: #SalesLeadership

Navigating the Fine Line Between Sales and Customer Service: A Personal Insight As I reflect on my journey of setting up a new office in Toronto, one thing stands out: the importance of stepping into the customer’s shoes. Every experience has taught me something new about crafting organizational policies that serve both internal teams and customers. If there's something I don’t like, I’m grateful it doesn’t exist in RChilli. On the other hand, when I find a process valuable, I ensure it’s implemented. This firsthand perspective keeps me grounded and customer-focused. Recently, a service provider interaction highlighted the delicate balance between sales initiatives and customer service. Despite having a maintenance package, I was presented with additional “essential” services—leaving me confused and a bit mistrustful. It reminded me of the critical need for trust and clarity in upselling efforts. Key Insights for Businesses: 🔑 Value-Driven Upselling: Customers buy when they see value. Upselling should never leverage fear but instead provide meaningful solutions that build loyalty and trust. 🔑 Aligning Sales & Service: Sales and value creation go hand in hand but must remain distinct. Focus on customer support while ensuring every interaction is genuinely helpful. 💡 Industry Insights: According to Gartner, companies with successful upselling strategies see up to 75% higher customer retention rates. Trust and authentic interactions, as Shep Hyken puts it, are the backbone of long-term success. What can businesses do? ✅ Build transparent communication channels so customers see the genuine value behind every offer. ✅ Train sales and service teams to align their goals and understand the entire customer journey. ✅ Use customer feedback to refine your approach—let the customer’s voice guide your strategy. ✅ Leverage data analytics to predict customer needs and offer tailored solutions. Reflective Thought: My experiences continue to teach me the value of continuous learning and adaptability. By prioritizing problem-solving and genuine value creation, we can build stronger, more lasting relationships with our customers. 👉 How do you balance sales and customer service in your business? Are your upselling strategies truly value-driven? Let’s share and learn from each other to improve our customer engagement practices! #CustomerService #SalesStrategy #ValueBasedSelling #CustomerExperience #BusinessGrowth

Acquiring Customers Is Hard. Losing Them Is Easy. Most businesses—whether eCommerce or SaaS—spend a fortune on ads, influencers, and outreach to get new customers.  But what happens after the first sale or sign-up?  For many, the answer is… nothing. And that’s why they struggle with retention.  Retention isn’t just about keeping customers—it’s about keeping them engaged, happy, and spending more over time. After 20 years in marketing, I’ve seen what works.  For Product-Based Businesses (eCommerce, DTC, Retail) 🔹 Personalized Post-Purchase Sequences – A simple “thank you” email isn’t enough. Instead:   ✅ Follow up with product care tips, how-tos, and customer stories.   ✅ Offer exclusive discounts or early access to new products.   ✅ Gather feedback to show customers their opinions matter.  🔹 Loyalty & Rewards Programs – Customers love to feel appreciated. The best programs:   ✅ Offer points not just for purchases, but also for referrals, reviews, and social shares.   ✅ Provide VIP perks—early access, limited-edition drops, or surprise gifts.   ✅ Focus on emotional loyalty, not just transactional rewards.  🔹 Subscription & Replenishment Offers – Make repeat purchases effortless.   ✅ Automate reminders for products they may be running low on.   ✅ Offer a subscribe-and-save model for recurring purchases.   ✅ Create exclusive subscriber-only benefits.  For SaaS Companies:  🔹 Onboarding That Reduces Drop-off – First impressions make or break retention.   ✅ Guide new users with interactive tutorials and milestone-based check-ins.   ✅ Provide immediate value—don’t overwhelm them with features they don’t need yet.   ✅ Use behavioral emails and in-app nudges to keep engagement high.  🔹 Community & Education – People stay when they feel invested.   ✅ Build an engaged user community (private groups, webinars, AMAs).   ✅ Offer ongoing education (courses, use cases, best practices).   ✅ Showcase real customer success stories to inspire further usage.  🔹 Proactive Customer Support – Don’t wait for churn to happen.   ✅ Identify users at risk (e.g., those who haven’t logged in for weeks).   ✅ Send personalized re-engagement campaigns before they cancel.   ✅ Provide live chat or dedicated support for power users.  Retention isn’t a one-time effort—it’s a strategy.  If your business is struggling with repeat purchases or high churn, it’s not just about your product. It’s about how you engage your customers after the sale.  How is your retention strategy working right now?  #digitalmarketing #technology #management #entreprenuership #marketing

Lately, I've seen many discussions about the relationship between Sales and Customer Success—specifically around handoffs, ownership of renewals, and where things break down. It’s inspired me to reflect on my own experiences and share some ideas on how this can work better. When I was at Salesforce, Customer Success was deeply ingrained into the company’s DNA. It wasn’t just a department—it was a company-wide commitment. Everyone aligned their goals to the customer’s success through a process called V2MOM (Vision, Values, Methods, Obstacles, Measures). It wasn’t just talk—it drove real alignment. That experience shaped how I see the relationship with Sales. The sales process isn’t just about closing deals - it’s the gateway to a long-term customer relationship. It sets the tone, the expectations, and the trust that the post-sales team builds on. I’ve worked with some incredible sales professionals. I’ve also seen customer success teams fall into a "victim mindset" when things go sideways. The truth is: both sides own a piece of the relationship. And when they collaborate well – the Customer’s Experience thrives! 💡 A few best practices I’ve seen work: ✅ Consultative Selling: Take the time to truly understand what the customer needs, not just what we want to sell. Leaders who prioritize quality over quantity (I know, not easy with quota pressure!) tend to build stronger, longer-term customer partnerships. ✅ Transparent Communication: Be clear about what the product can do—and what it can’t. Talk roadmap honestly. Share real use cases. Misaligned expectations are a huge barrier to retention. ✅ Align with Customer Goals: Make sure the value proposition aligns with the customer's business goals. Ideally, marketing, product, and sales are all on the same page. Actively involve sales in product feedback loops. ✅ Clear Rules of Engagement: Who owns renewals? Sales? A separate team? CSMs? I’ve seen all three models work—but only when the rules of engagement are clear and regularly revisited. 🚩 And a few common pitfalls to avoid: ❌ Pushing for the Quick Win: Yes, there’s pressure—but rushed deals often lead to regret, bad onboarding, and churn. Make sure process and metrics address this. ❌ Mismatched Expectations: If the handoff from Sales to Success doesn't match what was promised for delivery—trust is eroded. This makes it a lot easier for a customer to leave. ❌ Assuming Post-Sales Will "Fix It": I’ve worked with some amazing Post-Sales pros—but they shouldn’t have to resell the value right after the contract’s signed. It’s hard to show ROI if the promised functionality or outcomes aren’t there.  This relationship doesn’t have to be hard. When Sales and Customer Success work hand-in-hand, it drives better outcomes for the customer—and the business. Curious—how your organization build bridges between Sales and Customer Success? What’s worked well? Where are you still ironing out the kinks? #CustomerExperience #CustomerSuccess

LinkedIn friends, I wanted to share a concept with you that I shared with one of my clients: Don't be a one-way street.... It's a very simple concept: eliminate self-interest. I know it sounds off, but you must become more collaborative. Both the selling and buying centers should have aligned interests. Selling center, you should become a trusted advisor. It's been interesting to see what salespeople are trying to do for the sale and others trying to be problem solvers. Here are some ways of ensuring that you are not a 'one way street' but become a trusted advisor in the sales process. - Foster Two-Way Communication: Encourage prospects to share their thoughts, needs, and concerns. Actively listen and respond thoughtfully rather than dominating the conversation with your sales pitch. This approach helps you understand the client's needs and tailor your solutions accordingly. - Understand Customer Needs: Make a concerted effort to genuinely understand your prospects' challenges, needs, and goals. This understanding should guide how you present your product or service, ensuring that you address their specific situation rather than offering a generic solution. - Provide Value First: This is the most important thing. Think of demonstrating your value and how you can be a problem solver. This could be in the form of helpful information, insights, or solutions that address the prospect's immediate concerns or objectives. Demonstrating value upfront can build trust and credibility, making prospects more open to the sales conversation. - Be Consultative, Not Transactional: Position yourself as a consultant or advisor rather than just a salesperson. This means offering advice, sharing expertise, and suggesting solutions that best meet the prospect's needs, even if it means recommending a lesser sale or acknowledging when your solution might not be the best fit. - Follow Up Thoughtfully: Rather than sending generic follow-up messages or pressuring for a sale, tailor your follow-ups based on what you've learned about the prospect's needs and your previous interactions. Thoughtful follow-ups show that you're paying attention and care about helping them find the right solution. - Encourage Input/Feedback: Ask for feedback throughout the sales process, including after a sale has been made or lost. This shows that you value the prospect's opinion and are committed to continuous improvement. Feedback can also provide insights into how you can serve them better in the future. - Build a Relationship, Not Just a Client List: Aim to build long-term relationships with your prospects, regardless of whether they make a purchase. Showing genuine interest in their success and staying in touch (without always trying to sell something) can turn one-time prospects into lifelong customers and advocates for your business. I hope this helps; I wanted to share this with you because this is what I have been seeing from my side of the table. We're here to help. 

Want to build rock-solid client relationships? Then it’s time to stop treating your customers like transactions and start treating them like partners. The difference between a broker who churns through clients and one who keeps them for years? Intentional gratitude. Here’s what I’ve seen work time and time again: Handwritten Notes – In a world of automation, a simple, personalized note stands out. It takes five minutes but leaves a lasting impression. Unexpected Value – A $5 coffee gift card, a book that aligns with their interests, or even a podcast recommendation shows you listen and care beyond the numbers. Proactive Check-Ins – Not just when you need something. Reach out just to ask, “How’s business going for you?” Those little touchpoints build long-term loyalty. Problem-Solving Before They Ask – If you see potential issues on the horizon, let them know ahead of time. Being proactive proves you’re invested in their success. Exclusive Access or Insights – Maybe it’s industry trends, a heads-up on upcoming capacity shifts, or a referral to a trusted vendor. When clients feel like they get more from you, they’ll never think about leaving. At the end of the day, it’s simple: The more value you add, the less likely they are to leave. So, what’s one thing you’ve done recently to strengthen a client relationship? Let’s swap ideas below. 👇🏼 Want to dive deeper into client retention strategies? Catch the full episode of Elevating Client Relationships and Retention Strategies on the podcast. Apple: https://linktw.in/QSvdwB Spotify: https://linktw.in/sAKHvt Youtube: https://linktw.in/SaiOZm #Logistics #Sales #ClientRetention #BusinessGrowth #FreightBroker #CustomerRelationships #Leadership #VeritasLogistics

This one thing changed the way I looked at my business- Client Relationships! The more you focus on them, the higher your chances of turning your business into a goldmine. This is how you can build strong client relationships in 2024: To Grow Strong Relationships, Learn About Bad Ones. There's something powerful about learning what NOT to do. Let's start by understanding two of the biggest offenders of bad client relationships: • Neglect • Lack of Communication Let's break it down: 1/ Neglect When you neglect your clients, they feel unimportant. Ignoring their needs or feedback can lead to dissatisfaction and loss of trust. Always be proactive in understanding and addressing their concerns. 2/ Lack of Communication Is Not Collaboration Ignoring regular check-ins and updates is a recipe for disaster. Lack of communication stifles growth and creates confusion. Keep your clients in the loop and foster a transparent environment. These 2 behaviors are, in my opinion, the biggest killers of client relationships. You can develop a new appreciation for strong client bonds when you understand them. Let's talk about 5 easy action steps you can take to improve your client relationships: 1/ Show Appreciation Regularly acknowledge and celebrate your clients’ successes. A simple “thank you” or a personalized note can go a long way. 2/ Encourage Open Communication Create channels for honest feedback and regular check-ins. When clients feel heard, trust and collaboration grow. 3/ Promote Consistent Engagement Keep the communication lines open with regular updates. • Weekly check-ins • Monthly reports • Quarterly reviews Engaged clients are more satisfied and loyal. 4/ Address Issues Promptly Handle problems head-on with clear solutions. Ignoring issues can lead to bigger problems down the road. Protect your client relationships at all costs. 5/ Empower Your Clients Provide them with the knowledge and tools they need to succeed. Trust them with decisions and support their growth. Empowered clients are more committed to your partnership’s success. In today’s competitive market, strong client relationships aren’t optional. They’re essential. Don’t let relationship killers sabotage your success. Retaining clients is cheaper than acquiring new ones! Your business growth depends on it. What do you think about it? #clientrelationships #businessgrowth #strongbonds #customerloyalty

🚨 If you’re not nurturing current customers, you're capping your growth potential. I've seen too many SaaS founders pour everything into acquisition, only to hit a revenue plateau. Here's what to know about #retention & #loyalty in your SaaS biz: # 1 - Boosting customer retention by 5% can increase profits by 25-95%. Retained customers drive revenue growth without the steep costs of acquiring new ones, allowing you to build a stronger financial foundation. # 2 - Retention depends on delivering continual value. Your product should evolve alongside your customers’ needs. Keeping them engaged requires regularly introducing new features, improvements, and support that resonate with their journey. # 3 - Onboarding is the starting line for loyalty. First impressions with new products are the first step toward stickier use. New users have to become enabled and supported from the jump. # 4 - Engagement is about creating a sense of belonging. Continued product consumption is predicated on clear communication, care, and community. Whatever you can do to make customers feel like they’re part of something bigger... do it. # 5 - Proactive support shows you’re ahead of the game. Understanding customer pain points and addressing them before they escalate sets you company apart, building trust and fostering long-term loyalty. # 6 - Personalization creates deeper customer relationships. When you tailor your communication and offers to align with customers' behavior, you’re establishing a bond that drives stronger #loyalty. 📌 Metrics - If you’re serious about making retention a competitive edge, start religiously tracking: Churn Rate / Net Revenue Retention / CLTV / Renewal Rate / Active User Rate/ Customer Health Score / Expansion Revenue / CSAT / Ticket Resolution Time Let those guide your decisions and show you where leaks may exist, plus where to lean in. Our founders killing retention also make sure to highlight the value they deliver (internally and externally)... 📎 Internal - Regular ROI reports, customer health reporting, monthly meetings between leadership + CSMs. 📎 External - Success stories, loyalty programs, rewards, milestones, smart discounts to incentivize annual plan signups. More often than not, it’s the little things that create the biggest, best customer connections. Why this matters ➤➤ In my 10+ year SaaS career, the most common denominator across the highest-valued firms @ exit is this: higher-than-average RETENTION. 💡 So go after new customers, but make sure retention’s the star of the show. Your future self (and your bottom line) will thank you. 🔔 𝙎𝘼𝙑𝙀 𝙏𝙃𝙄𝙎 𝙋𝙊𝙎𝙏 & 𝙏𝘼𝙂 𝙎𝙊𝙈𝙀𝙊𝙉𝙀 𝙒𝙃𝙊 𝙉𝙀𝙀𝘿𝙎 𝙏𝙊 𝙎𝙀𝙀 𝙄𝙏 #SaaS #CustomerSuccess #Retention #GrowthStrategy

Creating Win-Wins in Sales In sales, especially in the competitive U.S. market, it's not just about closing deals - it’s about creating long-term partnerships. 🌟 One key? Empathy. Understanding your customers’ needs on a deeper level builds trust and sets the foundation for a strong relationship. Recently, I navigated a tough negotiation while introducing surgebright | Shark Screw® Allograft to the U.S. market. The turning point? Taking a step back to truly understand the customer’s pain points and aligning our solution with their goals. It wasn’t about "winning the deal" - it was about creating mutual success. 👉 Here are my top tips for lasting relationships in sales: 1️⃣ Listen actively - Your customer’s concerns are your roadmap. 2️⃣ Be flexible - Adapt your approach to their unique situation. 3️⃣ Focus on value, not just price - Show how your solution drives their success. What’s your golden rule for building strong customer relationships?