As a freelancer, I wouldn’t have much of a career if I didn’t have strong customer relationships.
When sales is a part of your job, it’s essential to build deep, genuine relationships with your clients and buyers; otherwise, sales are hard to come by, and deals that do go through have a very short expiration date.
If you’re naturally a people-person, then sales will likely come easy to you—the same tactics you use to build relationships with friends and family are the ones you can employ with your customers.
But even if you aren’t confident in your ability to build customer relationships, you can still learn the skills necessary to become a pro salesperson. In this article, I’ll show you exactly what you can do to build customer relationships, with practical tips, resources, and advice from successful folks in the sales world.
The foundation: Authentic connection
Building rapport with customers starts with genuine interest in who they are.
I must stress the word genuine here. I’ve met many salespeople who do not take a genuine interest in their clients, and they usually come off as slimy or even scammy.
The strongest sales relationships form when you connect as real people first, before diving into business.
Knowing how to hold a conversation that goes beyond surface-level small talk sets exceptional salespeople apart. Chris Nicoud, Sales Development Manager at Cutco, recommends asking open-ended questions about their challenges, goals, or interests outside of work to create meaningful dialogue:
“I think my biggest tip for creating rapport with someone is actually showing vulnerably first—sharing some kind of story or letting people know a little bit about me really builds a level of trust. They’re more willing to share with me honestly because I demonstrated that first. After opening up to them, ask good questions. If your intention is to create a connection or a sense of commonality, you must be willing to ask enough questions to move the needle. It may take a little time to get to the good stuff.”
Active listening transforms ordinary sales conversations into memorable interactions. When customers feel truly heard, they’re more likely to trust you with their business needs and challenges.
Practice maintaining eye contact, nodding, and repeating key points to show you’re fully engaged. Avoid the urge to mentally prepare your next pitch while they’re speaking.
Your body language communicates as much as your words do. Lean in slightly, keep your posture open, and match their communication style to create a sense of natural connection. If you’re on a video call, remove clutter from your background, stay focused on the camera, and use lighting to make yourself appear approachable.
Remember that authenticity can’t be faked. The most successful relationship-builders in sales are those who genuinely enjoy learning about others and finding ways to solve their problems. Without that ability, the rest of the skills in this article won’t come easily.
The details matter: Taking meaningful notes
The human memory is fallible, even for the most attentive salespeople. Taking thoughtful notes after each customer interaction ensures you’ll remember the details that matter.
Obviously, you want to record details that are essential for the sale—what products the client is interested in, the pricing structure, the timeline, etc.
But don’t stop there. Document personal information that could strengthen your relationship in future conversations. Their children’s names, upcoming vacations, business challenges, or even their coffee preference can become powerful connection points.
Create a consistent system for organizing these notes whether through a CRM, dedicated notebook, or digital tool (personally I love Zoom’s AI notetaker). The best system is one you’ll actually use consistently after each interaction. Matt Makowicz, Independent Gift Consultant for Vector Marketing, shares his process:
“I take as many notes as I can during the meeting, and if I can’t take them during the meeting, I’ll take them afterwards. I record a keyword or phrase to jog my memory about our conversation—whether it was their Airbnb, their whiskey still, or their kid’s volleyball. I use an app on my phone to turn that handwritten note into a PDF. Whether it’s images, emails, or sometimes audio recordings, I keep all of it. I can always access this info from my phone or computer, no matter where I am…if I’m on my way to meeting somebody, I’ll stop a mile away and listen to my last recording so that I remember everything I need to talk about.”
Nothing builds trust faster than remembering something important to them that was mentioned weeks or months ago.
The goal isn’t to collect data points but to honor what customers share with you. When you reference these details naturally in future conversations, you demonstrate that you value them as individuals with unique needs and preferences.
The most successful salespeople use these notes to anticipate needs before customers even express them. Diligent notetaking is the only way to make this happen.
The follow-up: More than just checking in
A thoughtful follow-up can be the difference between a one-time transaction and a lasting customer relationship. The key is making each touchpoint meaningful, so you don’t end up as background noise in their inbox.
Personalize every message with specific references to your previous conversations. Avoid generic templates—these scream “mass email” and will likely be ignored or, worse, create distance between you and your potential client.
Timing matters almost as much as content. Follow up within 24 hours of your first meeting while you’re still fresh in their mind, then establish a reasonable cadence that doesn’t feel pushy (for me, this usually means every three days, and no more than twice a week unless we are getting close to a sale).
Focus on providing additional value in every communication. The goal with a follow-up isn’t to push the sale, but rather to keep the conversation going and deepen your personal connection.
When you approach follow-up as customer relationship building rather than pushy sales, you’ll find clients naturally gravitating toward working with you.
Beyond the sale: Genuine interest in their success
Here’s a rookie mistake I’ve seen many new salespeople make.
They secure the sale, and then totally ghost their client. 👻
This is a big blunder, because the hours and days after closing a sale are when you have the best opportunity to establish a long-term relationship—one that will lead to more sales down the line.
Great salespeople recognize that the sale itself is just the beginning of the relationship. Your ongoing support and interest in their success with your product or service demonstrates that you weren’t just in it for the commission.
Check in periodically to see how they’re implementing or using what they purchased from you. These touchpoints shouldn’t feel like opportunities to upsell, but genuine curiosity about their experience.
(There’s that word again—have I mentioned how important it is to be genuine?)
Celebrate their wins publicly when appropriate. With their permission, share their successes on social media, in company newsletters, or with other clients who might benefit from their example.
Mark your calendar with important milestones in their business or product journey. Acknowledging anniversaries, expansions, or other significant events shows you’re paying attention to their growth, not just your commission checks.
Surprise and delight: Going the extra mile
I first learned about “surprise and delight” from a boss of mine at a marketing agency where I worked for a few years.
She would encourage us to come up with unexpected, pleasant surprises for our clients, to make it clear how much we valued their business.
The concept works because unexpected positive experiences create stronger emotional connections than consistently good but predictable (yawn) service.
Small, thoughtful gestures can have an outsized impact on how customers perceive you and your personal brand. The key is personalizing these moments based on what you know about your customer.
This is where your detailed notes come in handy. Remember that birthday they mentioned in passing? Send a simple card. Did they talk about a favorite coffee shop? A small gift card shows you were paying attention without crossing into uncomfortable territory.
This can even be an effective strategy for prospective customers, as Matt Makowicz discovered:
“I had 10 prospects who just were not getting back to me (some for over a year), so I sent each of them a basketball with a handwritten card that read, ‘The ball is in your court.’ It made a big enough impression that 7 of the 10 called me and 2 became clients…pretty good ROI.”
These gestures don’t need to be expensive to be effective. A relevant article with a personalized note, an introduction to someone in your network who could help them, or even just reaching out during a challenging time for their industry can make a lasting impression.
Timing these moments when they least expect them amplifies their impact, which is where the “surprise” comes into play. Consider reaching out during quiet periods when you haven’t been in contact, rather than only when you’re actively working together.
Look for opportunities to offer real value without expectation of gaining something in return, like this story from Ryan Leirer, District Manager at Vector Marketing:
Genuine acts of kindness, spotting a potential issue before they do, sharing industry insights that could affect their business, or offering a solution to a problem they mentioned in passing demonstrates your commitment to their success.
The most powerful surprise and delight moments happen when you solve a problem they didn’t even know they had. This level of proactive support will keep you in their good graces for a long time.
Long-term goals: Customer advocacy
The ultimate goal of customer relationship building isn’t just closing deals—it’s creating enthusiastic advocates who bring new business to your door. When customers willingly recommend you to others, your sales pipeline begins to fill itself.
True advocacy happens organically when you’ve consistently delivered exceptional experiences, which these techniques will help you do. No amount of incentives can replace the authentic excitement that comes from feeling genuinely valued and supported.
Make it easy for satisfied customers to refer others to you. Sometimes people want to recommend you but aren’t sure how, so provide simple ways for them to make introductions or share your information.
Consider creating an intentional referral program, but don’t make it one-sided. The best programs reward both the referrer and the new customer, creating a win-win situation rather than just incentivizing existing clients. For example, you might offer a free month of service to the referring customer, and a 10% discount to anyone they recommend who signs up.
Document success stories with permission. Brief case studies or testimonials that highlight specific results make it easier for advocates to explain your value to others in their network.
Pay attention to clients who are already singing your praises. These natural advocates deserve extra attention—not because they’ll bring you more business (though they will), but because they genuinely appreciate your work.
Remember that advocacy is earned, not requested. Focus on creating remarkable experiences, and the recommendations will follow.
Building lasting customer relationships is what makes a career in sales genuinely fulfilling. When you approach each interaction with authenticity, thoughtfulness, and a genuine desire to help, you create something much more valuable than a simple exchange of goods for money. Start small, focus on one relationship at a time, and watch as your reputation and results grow alongside your personal satisfaction.
