What is more important to you – getting the job done, or developing a relationship with your customer?

In any job, there is a process of tasks or work that must be completed to allow for a business transaction. However, if you think this is all that’s necessary, you have a misconception.

Business happens between people, not tasks. Tasks take place so that people can be paid for their services, but transactions happen between human beings and therefore includes deeper things than tasks.

There is a relationship in every business transaction. The deeper the relationship and connection, the more connected and faithful your customers will be. If you will take the time to open yourself, be vulnerable, empathize or truly try and understand someone, the deeper the bond between you and your customer.

People want to feel like they’re understood and known. If we as business owners or brand advocates will spend more time on caring for other people, serving, and developing the bond of trust, then our customers (or team members) will bond with our brands and follow us wherever we go.

How will you become vulnerable and interested in your prospective customers that will cause them to bond with you?