It is understandable that most of us in business today are passionate about the products and services we sell. It is one of the reasons we wake up every day and face the grind.
The challenge is, while we may be enthusiastic about what we offer, the consumer is passionate about and cherishes the outcome and experience they have with us.
Consumers want to do business with a provider who personalizes and humanizes every interaction and focuses on building a relationship. A provider who develops a relationship by being thoughtful, kind, caring, and empathetic with them and their situation creates relational capital with the buyer.
At a time when people feel disenfranchised, divided, alone, and stressed about nearly every choice they must make financially, the greatest asset in business is the relational capital you create by focusing on people. Those relationships will stand long after the products and marketplace change.
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