Thinking Beyond Friday: Building Relationships not just Sales

Everyone may be sucked in by the buzz and energy that comes with the beginning of November and think of a sole outcome of the approaching Black Friday - a surge in sales.?

However, what if we could shift our focus from transactions to cultivating genuine relationships with our customers? Rather than viewing these peak times as isolated sales events, they could be opportunities to build lasting trust and loyalty. We will be exploring strategies to reframe high-sales moments, focusing on meaningful engagement that strengthens customer relationships long after the sales end. This approach doesn't just boost short-term revenue; it creates enduring value for both brands and customers alike. This can happen through:

1. Sharing your brand values:

These peak sales times can also be an ideal opportunity to share your brand's deeper values. Rather than focusing solely on transactions, businesses can use these moments to communicate what they stand for—whether it’s sustainability, quality, community, or innovation. By weaving brand values into sales strategies, you connect with customers on a personal level, showing them that they’re more than just a number in your sales report.

Today’s informed customers look for more than just a product; they seek a meaningful connection with brands that reflect their own values. They’re drawn to companies that live up to what they stand for and foster a genuine relationship with their audience. To earn customer loyalty and carve out a unique position in a competitive market, brands need to define and embody their core values—and show their communities that they truly walk the walk.

1. Building a community:

HubSpot CTO Dharmesh Shah’s insight, “The more advocates you have, the fewer ads you have to buy,” speaks volumes in today’s world, where customer advocacy can drive a brand’s growth. When people feel they’re genuinely part of something, they’re more invested, rooting for its success and often spending their money on experiences they believe in.

By nurturing this sense of belonging, brands not only build stronger relationships with their customers but also create a network of loyal advocates who can help spread the word, fueling wider reach and deeper, long-term connections.

So, how can you build this community of advocates?

Encourage customer interaction through webinars, events, or forums that allow them to exchange insights, best practices, and success stories. Take Sephora, for example. Their Beauty Insider community brings together both beauty enthusiasts and newcomers on a platform where they can ask questions, share looks, swap tips, and try out products. Even non-members who visit Sephora’s site can access much of this valuable content, sparking curiosity and engagement.

The forum’s interactive perks not only help retain Sephora’s existing customers but also give potential buyers a firsthand look into product experiences. Suppose a shopper is searching for a long-lasting, non-drying liquid lipstick. They might discover a thread where Sephora insiders have recommended products based on similar needs. From there, they’re more likely to make a purchase—and, if the community proves helpful, might even join it as a new member.

This approach turns casual customers into advocates and enriches their brand experience, while also reducing the need for traditional advertising.

1. Personalise

Customers truly value it when you make an effort to personalise your interactions. This can be as straightforward as greeting them by name, recalling their preferences, offering tailored suggestions based on past activities, or dedicating time to understand their needs.

As your customer base expands, managing personal touches manually becomes time-intensive, reducing time for meaningful conversations. Utilising tools for customised content and behavioural targeting allows you to deliver emails and automated messages that reflect each customer’s unique interests, behaviours, and needs. By addressing their specific priorities, you cultivate a foundation of trust and loyalty.

It's simple for companies to concentrate just on short-term revenue increases during the chaos of Black Friday sales. However, beyond the initial increase in transactions, there is a larger opportunity: developing long-term client connections. Brands may create a devoted following of advocates that extends well beyond the holiday season by using Black Friday as the start of more engagement and trust rather than just a one-day sales event. Adopting this relationship-first strategy increases brand value and promotes a more long-term, customer-focused approach that prospers all year long.