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Understanding Hearts and Building Relationships: Three Reasons Your Customers Crave Connection

Feb 5, 2024

In Proverbs 16:28, we learn that "a wise heart guides its steps." As Christian business owners, we are called to do more than simply provide products or services. We can build meaningful connections with our customers, fostering a sense of belonging and purpose. Here is why: 

  1. Stability in a Changing World: Like the Israelites seeking refuge in God's unchanging presence (Psalm 90:1-2), customers crave stability amidst life's uncertainties. Your business can be a beacon of familiarity and trust, offering solutions that ease their burdens and bring peace of mind. 

  1. Purpose Beyond the Purchase: "Do everything in love," instructs 1 Corinthians 16:14. When customers understand your business contributes to a greater good, their purchases become more than transactions; they become acts of participation in something bigger than themselves. This shared purpose fosters loyalty and strengthens the bond. 

  1. Value Beyond the Bottom Line: Just as Jesus valued the individual (Mark 10:46-52), so too should we value our customers. Acknowledge their unique needs, celebrate their successes, and offer genuine support. This creates an environment where they feel seen, heard, and appreciated, fostering lasting relationships that go beyond the dollar sign. 

By understanding these deep-seated desires, we can move beyond mere transactions and build relationships that resonate with the hearts of our customers. Remember, it's not just about selling products; it's about making a difference in their lives. 


Reason #1. Customers Don’t Like Change- When someone is shopping, they are looking for a solution to a problem. From needing the perfect sweater for an event to finding the best lunch spot in town, customers need something that businesses provide. When they land on the answer they need, they tend to rely on the same business to solve the problem again and again.  


Customers appreciate when a business can handle what they need. When the transaction leaves them feeling good, they begin to form a loyalty to the experience, goods, and services they’ve come to expect. 


Every step your business takes to make the buying experience positive fosters a healthy relationship. Consistently focusing on customer experience, asking customers for feedback, and offering value before and after the sale, all create a sense of trust that customers value. Customers are less likely to try other brands when they feel connected and have an easy time accessing a sale.   


Reason #2. Customers Want to be a Part of Something- When a customer makes a purchase, they are more likely to repeat business if they know their buying power is part of a greater purpose. Customers enjoy feeling part of a bigger picture. Whether your business donates portions of profits, has a unique origin story, or is active in the community, customers love lending their support for worthy reasons.  


Everyone has a busy lifestyle and while people wish they could be more altruistic, they often don’t have the time to donate or the resources to make an impact. That’s why customers often align with businesses that share similar values, or support causes that matter to them. Being able to support a worthy cause and do business is a two-for-one advantage that builds customer relationships.   


Reason #3. Customers Love Feeling Valued- Sadly, many people feel unseen or are undervalued by those closest to them. Now, more than ever, people feel isolated and often suffer from depression and anxiety. Surprisingly, customers who have a positive buying experience, often report the connection they felt doing business had an overall impact on their mood and esteem.  


Everyone wants to know they matter. When customers feel recognized and important, they are more likely to repeat their business and require little marketing for future sales. The lifetime value of the relationship can further extend to word-of-mouth referrals and new customers primed to buy based on customer recommendations.  


Customers want to have a relationship with the businesses they’ve grown to trust. Even though the nature of business is transactional, the benefits of building a relationship with your customers goes beyond purchases to brand loyalty and sales for the lifetime of your relationship.   

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