You will notice in business that some customers are more corporative than the others. You discuss with some and their response is swift while you discuss with others and they are slow to respond.
 
When customers are not corporative, it is because you have not built a strong relationship with them. You will notice that customers you’ve built good relationship with are more corporative.
 
You might think building relationship does not matter in business but you will see below the essence of building good relationship with customers.
 
Easy understanding
When issues arise with customers, it will be easy to resolve when there is a good relationship between you and your customer.
 
When there’s is no close relationship, customers can turn their back on you when issues arise. To ensure mutual understanding between you and your customers, you should keep a good relationship with them.
 
Understanding your customers makes it easy for you to do business with them.
 
Referrals
Your customers will only refer people to you for some reasons, which include having a good relationship with them.
 
You can get referrals easily from customers if you have built a good relationship with them. If you have good relationship with your customers, they won’t just refer you; they will also go the extra mile of recommending you.
 
You may be wondering why you’ve not been getting referrals from customers, part of the reasons include not building a good relationship with your customers.
 
When you deepen your relationship with customers, they believe in your business, they also want you to grow and they will refer new customers to you as for your business to grow.
 
 
Sales get easier
Selling to your customers becomes easier if you have built a good relationship with them.
 
Whenever you are finding it difficult to sell to clients, part of the reasons can be not having a close relationship with your customers.
 
Your customers will trust you when you build a good relationship with them. Trust is important for any transaction to take place; your customers buy from you because they trust you.
 
 
Number one choice
Building a good relationship with customers will give you a competitive edge over other competitors.
 
If you want to become the number one choice of you customers you need to build a good relationship with them.
 
Most customers prefer to transact business with people they know and trust. Even this applies to me, I feel comfortable doing business with people I trust.
 
Relationship is important in every area of life, it is also important in business. So, build good relationship with customers and maintain it.

Source: http://blog.aboutmarketingmix.com/essence-building-good-relationship-customers/