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Make them want to have a relationship

Your customers don’t really want a relationship with you. They have enough trouble looking after the ones already in their own lives. What they want is to be able to use your company to get some of their needs met and to solve some of their problems. If having a relationship with you will help them do that, they will be interested in having one. If it doesn’t, then hey
won’t.

People get into relationships to get their needs met, so use your relationship with your customers to make it easy for them to learn about your current and future offerings, to get advice, to place orders and to get after-sales assistance.