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How To Build Lasting Relationships: 5 Essential Ingredients

Posted by Gary Henderson on Apr 23, 2021 7:00:00 PM

Are you running a sprint or a marathon with your business model? Are you looking for the quick buck or the long term growth inside your business?

Sadly, I see too many entrepreneurs trying to hard sell and squeeze every dollar out of potential clients easily too fast.

I’m here to tell you that if you’re playing the short-term game, you won’t make it long. But I think this is a losing strategy that makes it nearly impossible to grow your business for the long term. 

Here’s the thing, people don’t like being sold, especially from complete strangers on the internet. People won’t want a course, membership site or fancy new product. 

Instead, they want answers to their problems. It’s time to take a deep dive into your business and find ways to put the customer first.

Once you do and focus on value, then you’ll create a thriving business that isn’t dependent on hard selling new customers. 

This quote from billionaire entrepreneur Mark Cuban says it best, “Business happens over years and years. Value is measured in the total upside of a business relationship, not by how much you squeezed out in any one deal.”

Keep reading to learn how to build lasting relationships and successfully grow your business for the long term.

How to Build Lasting Relationship and Massively Scale Your Business 

Ready to get started building quality, long term relationships in your business? Here are five simple but effective strategies to help you get started. 

1. Create A Welcome Sequence

One of the most important things that not enough entrepreneurs do is build an automated welcome sequence.

A welcome sequence is a great way to indoctrinate your audience with your belief system and immediately start building the know, like, and trust factor.

Your welcome sequence is not meant to be pushy with your offer. It’s to provide value and build rapport with your audience.  

The best part is that this happens automatically with your email provider.

Simply set up an automated flow with a few emails (or more) to send your subscribers high quality content right out of the gates. It’s not much work on your end and has an extremely high ROI. 

In your welcome email sequence, make sure to:

  • Provide valuable content. No fluff, no BS -- send them your best stuff to get them quick wins and results. 

  • Be yourself. Share who you are, why you’re doing what you’re doing, and how you can help them with your brand and offers. 

  • Show off case studies and testimonials in a non-spammy way. The more you can inject this into emails, the more people will start to envision what it’s like to work with you. 

Remember, people buy from people they like and can relate with. Your welcome email sequence can do just that and a lot more on autopilot. 

Start by having at least 3-5 emails scheduled out and you can always add more emails.

One easy way to do this is to repurpose your most successful email broadcast campaigns. Look at your stats and then make sure to add these emails to your welcome sequence. 

2. Focus On Value Not On Selling

Value > selling.

Remember, you only get one first impression with someone, whether it's online or offline. 

To make the best first impression, don’t rush the sale and try to squeeze each new subscriber from the top of your funnel. Instead, focus on providing incredibly valuable information that will help your audience get results. 

If you try to hard-sell someone an offer before they get to know you, there might be some serious consequences. First, they might be turned off and instantly unsubscribe or unfollow.

Second, they might get a bad vibe from you but still stay connected but not nearly as engaged. 

Instead, focus on providing value more than selling all the time. If you provide enough value and really know your audience, your offers will almost sell themselves. 

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With enough consistency and repetition, providing tremendous value will help you build your first 1,000 raving fans. This approach will also help you become a leader in your niche and become known as a go-to expert.

Then, as you continue to offer more digital or physical products or merchandise, you’ll have people ready to hit the buy button. 

Don’t get me wrong, you can (and should) sell but don’t make it the only thing that you contact them about. Otherwise, they'll associate your emails with selling and likely won’t be following or engaging with you as much. 

3. Contact Regularly 

If you’re like most entrepreneurs, chances are you don’t want to “bug” your subscribers and email them too often. But I’m here to tell you this is the wrong approach.

In reality, doing the opposite and going dark with them is how you actually lose subscribers.

Remember, people joined your list or followed you on social media for a reason. 

Some part of them sees you as an answer to some of their problems in life and business. So make sure that you’re constantly updating them with epic advice and content to help them achieve their goals. 

Don't forget the rule of seven in marketing either. 

People usually need to see a message or offer multiple times before pulling the trigger. If you don’t show up consistently, it’s much harder to make the sale have at least seven interactions with them. 

To help you consistently interact with your audience make sure:

  • Create a content calendar. 

  • Choose 1-2 platforms to show up regularly.

  • Batch creates content to save time and stay in your zone of genius. 

  • Repurpose as much of your content as possible to get your message across without always having to create new content. 

4. Focus On Community

One of the most important pieces of running a successful business is to build a community. Think about the most successful brands you know love like Apple and Starbucks.

They have built an extremely loyal customer base that is dying to get their latest offers. People literally wait in lines every day for their coffee and camp out in tents for the latest iPhone. 

Building a cult-like following doesn’t come easy though, it happens by consistency. It happens from creating a strong brand and messaging that people can get behind. 

Some ways to do that include:

  • Being consistent.

  • Joining a room on Clubhouse or Discord to build a loyal community. 

  • Offer giveaways and encourage people to tag a friend on your social media.

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A loyal community of followers will help you increase the average lifetime value of your customers and make it easier for new product releases (just ask Apple).

Plus, if you can become an early adopter to new platforms (like I was with Clubhouse), you can benefit massively from it. 

5. Show Transparency 

Finally, the last strategy to building your network and relationships is to focus on transparency. So many people and companies are out there to cultivate this perfect image all the time. 

But think about it, when’s the last time you met a “perfect person” in real life? Chances are, you haven’t because no one is perfect.

Instead of acting like you always have it all figured out, share with your audience.

Tell them about your wins but don't be afraid to share your losses as well. This will help them realize that you’re “just like them” and make them more inclined to trust you and want to work with you. 

While this won’t come easy, I promise you it’s worth it. 

Final Thoughts

Remember, success in business is a marathon, not a sprint. If you try to squeeze every dollar from every customer right out the gates, growth won’t come easy. 

Instead of going for the quick sale, play the long game and focus on acquiring your first 1,000 raving fans. This will help you build amazing relationships with your audience and an epic community that is there to support your brand. 

Remember, no one wants to be sold something - they simply want solutions to their problems.

By providing value and being transparent you will become the go-to expert. This will likely lead to more sales, more long-term growth, and incredible relationships.