The Importance of Human Connection in a Sales Transaction

In today’s digital world, it’s easy to forget the importance of human connection. But when it comes to sales, building relationships with potential customers is more than essential.  It’s fundamentally important.

That’s because people are more likely to buy from someone or somewhere they trust.  Trust is built on experience and connection. When you take the time to get to know someone, understand their needs, and show that you care, you’re more likely to earn their trust and make a sale.

Here are some of the benefits of human connection in a sales transaction:

  • It builds trust. When you take the time to get to know someone, you’re more likely to understand their needs and concerns. This helps to build trust, which is essential for closing a sale.
  • It creates a personal connection. When you connect with someone on a personal level, it makes the sales process more enjoyable and memorable. This can lead to repeat business and referrals.
  • It increases sales. Studies have shown that salespeople who build relationships with their customers are more likely to close more sales.
  • It makes the job more rewarding. When you’re able to help someone solve a problem or achieve their goals, it’s a very rewarding feeling. This can make the job of sales more enjoyable and satisfying.

So how can you build human connection in a sales transaction? Here are a few tips:

  • Be genuine and authentic. People can spot a fake a mile away. Be genuine and sincere, and let your personality shine through.
  • Listen actively. Show that you’re interested in what the other person has to say by listening attentively and asking questions.
  • Place the focus on the customer, not on yourself.  Manage the conversation to value the customer, what is truly wanted, and how will those needs be met.
  • Find common ground. Look for things that you have in common with the other person, such as shared interests or experiences. This will help to build rapport.
  • Be helpful and supportive. Show that you’re genuinely interested in helping the other person find the solution they need.
  • Follow up. After the sales transaction is complete, be sure to follow up with the customer to make sure they’re happy with their purchase.

Building human connection takes time and effort, but it’s worth it in the long run. When you take the time to connect with potential customers on a personal level, you’re more likely to build trust, close more sales, and make the job more rewarding.

Looking for more resources on how to improve your sales efforts?  We’d love to help you!  Our team of experts can increase your results.  Contact us at for more information.

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