Building Relationships With Customers and Candidates That Last

When you are a salesperson or a recruiter, your whole job revolves around relationships. Building relationships, building trust, keeping your customers/candidates happy, etc.- it’s all part of the job. But just because they’re satisfied, doesn’t mean they won’t leave you for a competitor. According to the NPS survey (click here if you're unfamiliar with NPS), if your customers are giving you anything in the range of 0-8, they’re vulnerable to competitive threats. So how can you make sure you’re building relationships effectively?  

Stay Top of Mind

This is where sales and marketing sort of cross over one another. In order to protect your relationships with your customers/candidates, you have to talk to them regularly. This is an easy thing to do! During your initial conversations with a customer, take notes with a purpose. What are his/her interests? Does he/she have kids? Where did he/she go to college? Any information that is personal to your customer/candidate is important to you. That way, you’ll know where to look when it comes time to “touch” your customer or candidate. Remember: being top of mind doesn’t mean constantly selling something, but rather constantly providing value to your customer or candidate. Send them blogs, articles, or even funny pictures that resonate with them. By doing so, you’re making them feel special.

Periodically check in to see how they’re feeling about your services

Customer feedback is your greatest source of learning. Even if your company doesn’t send out customer surveys, you can certainly make a short questionnaire and ask your customers yourself. Simple questions can help to strengthen your existing relationship, like:

  •  What’s the best way to contact you?
  • What can I do to make your life easier?
  • What would you say my strengths are when working with you? Weaknesses? 
  • How would you like to see our business relationship grow in the next month?

By taking the time to care about your customer, you’re setting yourself up for loyalty in your relationship.

Create stickiness

Most salespeople are taught to create “stickiness” within their customer base. In other words, you make it harder for your customer to leave you by providing him/her multiple services/products (AKA cross-selling) that go hand-in-hand. For recruiting, creating stickiness can become more challenging. But as a recruiter, you should be thinking of yourself as a talent agent, and should therefore do your best to develop your candidates and their careers. Providing candidates with unbiased advice, direction, and “inside info” can enable you to truly differentiate yourself as a recruiter.

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Kate Jacoutot is the marketing coordinator for Spire Workforce Solutions. To learn more about Kate, visit her website:

Kate Jacoutot

Spire Workforce Solutions, 5575 Peachtree Dunwoody Road Northeast, Building C, Suite 240, Sandy Springs, GA, 30342, United States