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Working in the customer success industry can be stressful and full of pressure. Sales just landed a big deal, and champagne bottles were popped, but the next day it’s up to the success team to deliver on all the promises that were made to the customer.

The key contact at your newest piece of business may have had a great relationship with a sales rep, but now that bond is essentially discarded, and a new relationship (and trust) must be formed between a customer and the success team. Like it or not, this relationship isn’t always guaranteed to get off on the right foot, but there are strategic ways to increase the chances it thrives immediately.

When starting work with a new B2B customer, there’s one secret tactic that is often overlooked but is vital to truly own the relationship after a sale closes…

Invest in understanding customers on a personal level, and it’s more likely they will invest in you professionally

With so many similar product offerings in the market today, companies need to stand out in other ways. Price is always pointed to initially as a reason why deals are lost, but in far too many scenarios price is a crutch for companies that don’t truly understand their customers. A thousand or even ten thousand dollars is a drop in the bucket to a company with 500 employees, especially if the company is growing and thriving.

Instead, the real reason some companies have excellent, long-standing customers and high retention rates is they tap into the psychological and communication elements of a relationship. A profession doesn’t always define a person, but what they do in their free time is usually a direct indicator of their true personality.

For example, a key contact at a customer may coach youth sports. Instead of just acknowledging the interest and moving on, dig in further to understand how it relates to their preferences in life. Do they have a son or daughter they coach? If so, family is likely very important to them, as is being directly involved with events they care about. Leverage this trait in the business world by being overly inclusive with the customer. Invite them to private customer meetings and conversations to let them know they have a voice in your business.

Another example could be a customer that is always traveling to unique vacation spots. Again, take the time to understand why they prefer this type of travel instead of just visiting their hometown. If it’s because they like to experience different cultures, it means they’re curious and open-minded to new ideas and concepts. With this customer, don’t hesitate to reach out with “beta” programs and concepts. Also, they’ll likely be more open to feedback from other departments and more willing to hear unconventional ways to solve problems. Lastly, planning and precise timing are critical in executing large overseas vacations, so always come to the table on-time and with a plan of attack for their new projects.

The final component and last thought on this topic is also the most important. LISTEN AND LOG! It’s impossible to remember details about all your customers and people, in general, are more likely to feel insulted when a personal detail is confused. After all, they’re opening up and trusting you with key information about their family or interests. Utilize a customer success software solution to keep track of each contact and every interaction you have, and make sure to leverage this information throughout your entire organization when responding to customer tickets and phone calls.

The non-business information a customer shares may feel insignificant and trivial on the surface, but in reality, it can hold essential information for a creating a successful working relationship. Don’t sleep on these details, examine them and understand their true meaning to strengthen communication and customer loyalty throughout your business.