5 Relationship Building Strategies Every Small Business Should Know

Business management is always based on human interaction. As much as your particular business strategy can be commercially optimized, innovational, and relevant for your target audience, it won’t bring a lot of results in the long run if you throw away communication and the building of professional relations with clients and partners. The success of a small business can depend heavily on the cooperative factor.

Building Relationship in Business

An audience of customers always wants to be heard and see if they can impact your services or solutions in any way. Thus, open communication in business provokes healthy interest in everyone from the “outside” involved with your services.

What is Relationship Marketing?

When building business relationships, you mustn’t consider any processes or factors to be intuitive. Full-blown communication with various people is a powerful sales tool as well as a way to boost company reputation.

Everything must be planned and implemented according to a clear plan here – that’s what business relationship building strategies are for. Relationship marketing is a complex of measures focused on helping one to properly establish a business relationship.  

Who Should You Build Relations With?

Building relationship in business can target three major objectives: relations between the people working in the company and representing it (employees and hired workers), client relations (i.e., people that purchase your company’s product/services), and relations with private or legal entities that get paid by your company (i.e., suppliers and third-party contractors).  

Relations between members of a company

Strategies for building relationships inside your working staff (including between the management and employees) include all the existing team-building methods.

Relations with suppliers and contractors

Building effective business relationships in this aspect always imply supporting your company reputation in the eyes of the people or organizations you hire – i.e., contractors and suppliers. When you know that such third parties take you for a reasonable partner, you know they treat your working affairs more reasonably as well.

Relations with clients

Developing business relationships with clients/buyers is the key factor for the increased efficiency of any business. Clients must experience pleasure from interacting with your company representatives – with everyone from cashiers, consultation experts, etc. to the management tops.

What Makes Good Business Relationships

Good business relations is when both sides of the bargain feel equally significant and in need of each other. The ultimate task here is to accumulate a stable network of business contacts. The best indicator of successfully established relations is that they are long-standing.

Key Components of Healthy Business Relationships

Here are some basic components to relationship building:

  • Regularity. If you are interested in the partnership, you need to get used to reminding the world about yourself constantly; send out special offer notifications, invite people to events, etc.
  • Individuality. Individualize each interaction with a potential client or partner (during live communication or through messaging); all of your communication efforts will be more valuable and reasonable by all.
  • Dialogue. Any kind of communication can be considered efficient when it is a two-way interaction only.
  • Respectfulness. Each client must feel that they are being treated decently independently of how frequent or how expensive their purchases are. You mustn’t be “kind for money.”

Common Relationship Building Strategies for Small Business

There are some multipurpose strategies for setting up relations with client/buyers/users, which work no matter the kind of business you lead and the product you offer.

Establish Two-Way Connection

Promoting any product, making any sales, or establishing any partnership is impossible if you grant the ability to make some changes only to yourself. People aren’t always comfortable just silently paying for goods – everyone likes when their opinion is taken into account (even if it’s not all about the particular product).

Ask for Feedback

After some interaction with a client (or a potential client) has taken place, it is good to find out how they feel in general about your product, service or some other aspect of your company performance. Having collected enough feedback, it becomes easier to understand in what way exactly you can enhance the performance of your organization.

Enhance Customer Service

Pleasant service and goodwill of all the employees a client communicates with always significantly affects one’s judgmental opinion. People return to places where they were treated with understanding and respect. Customer service improvement should be your constant goal.  

Define your Target Audience

You must always know who is being offered your product or service. More so, the target audience (TA) that purchases your products or services should always correspond with the TA you have in mind. You must stay flexible in this aspect.

Connect with Clients Through Multiple Platforms

Building relations with customers or partners implies your availability in social channels they mostly use. Fortunately, numerous messengers, email services, and social media options are all in your favor. Most social networks allow group subscribers to connect with admins; in messengers, group chats, and separate channels for clients can be created. Email is still an efficient newsletter tool that can help you gain a huge chunk of the digital audience.

Build a Community

Center your business around an authentic idea that can bring a customer audience together and make them feel a part of a community. An eco-friendly makeup provider, for instance, can center its services around the ultimate idea of beauty at no expense to nature preservation.

Offer and Deliver Help When Needed

Even the smallest helpful act can bring you some loyal customers. For example, banking support can always help older users fill all the necessary documents, boosting their opinion as to your service. You must also always be able to help your customers with product choice.  

Don’t Make Promises You Can’t Keep

Striving to be the best service provider or partner out there, you shouldn’t go for promises you don’t know if you can keep in the long run. For example, don’t promise rapid product shipping if the shipping service you’re using doesn’t guarantee it.

Listen and Respond to Customers

You can employ optimized templated dialogues (for standard deal-making consultations, to guide customers through their purchasing journey, etc.). At the same time, make sure live communication is readily available for customers to request it at any time they see fit.

Educate Your Customers

Simply notifying your TA about the available range of products is never enough. Add your selling info with non-commercial useful content. For instance, a silverware company can provide culinary tips and recipes.

Diversify Your Networks

Building community relationships on behalf of your company is another efficient way to find new, helpful business contacts. You should constantly analyze which people or companies can be helpful in terms of diversifying your network.

Building Effective Relationships With a CRM

In order to make the business relationship management adjusted and fruitful, CRM systems can be used. Their databases can hold loads of info about the company business contacts and action targeted at them.

With such a database, you will able to timely put your cooperation-building efforts to work — from making new cooperative offers or special product suggestions to sending birthday cards.

Take Nimble, for example. Nimble works for you by automatically combining your Office 365 contacts, communication histories, email inboxes, and calendar appointments with over 160 SaaS business app contacts and social media connections (Linkedin, Twitter, Facebook) into one unified team relationship manager.

It delivers actionable intelligence, team contact management, templated tracking, and pipeline management.

Nimble empowers your company to collaborate as a team with prospects and customers to grow your business. It’s ideal for individuals and teams transitioning from managing contacts and sales pipelines within spreadsheets, email or on scattered sticky notes.


Using these strategies, you can keep your business performance right where you want it, constantly acquire new clients and reliable partners – but you must also constantly analyze and keep everything in motion. Relationship marketing will serve as a great tool for keeping up with important contacts and creating a communication network.