When making a new business connection or securing a new client, it’s important to build a genuine relationship outside of work obligations. That’s where non-transactional outreach comes in.
These are interactions that don’t directly lead to a purchase or contract but can definitely be useful in the long run. Fostering trust without the immediate expectation of a transaction or direct return is important in building value in the relationship so you can become a trusted source.
Examples of these exchanges include checking in with a casual message, sharing relevant content like articles and videos your clients might find useful or connecting with them at industry events to contribute to the working relationship. This kind of outreach can be beneficial for businesses, nonprofits or individuals looking to build a solid foundation for long-term success.
Michele Schwartz
Manager of Supplier & Business Services Sales
Here are the benefits of non-transactional outreach:
Builds Credibility
Although you’re ultimately building business relationships with customers, there’s a sense of trust that comes with connecting with clients on a personal level. People appreciate when they don’t feel like they are constantly being sold to.
Instead, focus on providing value and engagement without the expectation of something in return. This can lead to a happy customer who’s more likely to refer your business to friends, family or colleagues (more on that later).
Enhances Brand Reputation
By engaging with clients non-transactionally, you send a message that you’re invested in community and relationships versus just pure profit. This can lead to an enhanced reputation because you’re establishing your brand as a company that’s focused on its customers, not just the revenue they can bring in.
A business’s reputation is everything. Being in good standing also results in improved morale and better employee retention.
- More than 3 in 4 (76%) employees want to work for firms with a good reputation, according to the Confederation of British Industry.
- Furthermore, 92% of employees would consider leaving their current jobs if offered another role with a company that has an excellent reputation, according to Corporate Responsibility Magazine.
Improves Customer Retention & Engagement
Besides retaining employees, non- transactional outreach can also help in maintaining client relationships. Customers are more likely to stick with brands they feel value their time and business, so building a more personal rapport leads to a stronger relationship and better communication between buyer and seller.
It can even benefit social channels. Posting relevant content that’s not just pushing followers to buy your product can make your pages more attractive. When the audience doesn’t feel pressured to make a purchase, it leads to higher engagement rates.
Maintaining genuine connections with your targeted audience contributes to them feeling valued, respected and seen.
Increases Referrals
People take pride in their recommendations. They probably wouldn’t recommend that a friend go to a restaurant with bad service and even worse food. The same rings true when it comes to referring people to companies they’ve done business with.
Clients are more likely to recommend a brand or individual who has offered them value without expecting something in return. This is especially true if a good relationship is paired with impeccable service that exceeds expectations. Building a good rapport naturally allows for better networking and future clientele.
Remember, clients aren’t just there to make money for your business. They’re also trusted connections that you are meant to take care of.
If you want to connect with your customers on a more complex level, non- transactional outreach creates value and nurtures relationships for the long haul. It can foster deeper trust, loyalty and organic growth.
Schwartz is manager of supplier and business services sales.
