When you build a relationship with your customers, they are likely to stay with you through thick and thin. That’s called loyalty. But if that relationship is based on what you can give them, then they will only stay in that relationship until they get a better offer from someone else.

To quote The Godfather: “It’s not personal, it’s business.”

What you need to keep in mind is that incorporating personal aspects is actually good business. If you own a small business, then a large chunk of your customers have some sort of personal relationship with you. They may have something in common with you (your shop is in the same block as your customer’s home or workplace), they may have come to you because a friend recommended your products or services, or they may have purchased your products before and were satisfied with what they received.

The trick is to make sure you nurture these customers so that they become repeat customers and raving fans. You need to build a relationship with them so that they don’t switch brands simply because your competitor gave them a better offer. If you’re not doing this, then you can bet that your competitors are.

Here are some relationship tips your competitors are already using.

1. They’re turning their personal network into a sales network.

You need to do this too. That means everyone you know should be aware of your business. By everyone, we’re talking abut your friends and family, your neighbors, your acquaintances, your former classmates, and the new people you met over the weekend

2. Communicate regularly.

OK we don’t mean barrage these people with constant sales pitches. Saying hello every now and then is more than enough. Always follow up when you meet people, and then remind them of who you are. You’re trying to build and nurture a relationship, and that means constant communication. Even a newsletter will do.

Remember, in some ways all business is personal. So take the time to nurture personal relationships, because loyal customers are a valuable source of your profits.

3. Send a friendly email. Email is perhaps the de facto mode of communication these days, and its advantage is that it’s non-obtrusive. Your recipients can read them anytime they want, unlike phone calls and text messages which can be disruptive. Sending an email is very cost-effective, because the rewards for you can be great. It can be rewarding for your recipients as well, as long as your emails contain interesting or rewarding messages.

4.  Reward your loyal customers. It’s not a secret that repeat customers spend much more on your business than new customers and generally cost less to keep than attracting new ones. So why not make sure they remain loyal to you? Let them “profit” in the relationship. You can get them a heads up on special events and sales, give them advice on special problems pertaining to your industry, or even give them a discount coupon. You’re trying to convert these customers into becoming your “friends,” so you may as well act friendly.

5. Encourage your network to act as your own sales force. Remember, their recommendations have a lot of weight, and a recommendation from a friend can be more convincing than even the most elaborate ad campaign. Invest some time and money on this because it will surely pay off.

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