If you want to build stronger customer relationships, you have to start by seeing your customers as more than customers.
That lesson has been on my mind lately because it’s officially back-to-school season in the Hodak household. I know, it seems crazy-early for my friends in other parts of the country, but we’re already back at it in Tennessee.
My boys — who are starting first and third grade this year — seem to have a sense that their teachers are real people. Maybe it’s because a few of their friends’ parents are teachers. Or maybe it’s because there’s so much access to teachers outside of school these days. My oldest son was thrilled when one of his teachers subscribed to his YouTube channel!
But when I was in school, I had zero sense of my teachers being “real” people.
Do you remember the first time you saw a teacher outside of school? If you’re anything like me, it freaked you OUT!
I’ll never forget seeing my first-grade teacher, Mrs. Beatty, at the grocery store for the first time.
I was stunned. I legit asked my mom if she was allowed to be there. As far as I knew, Mrs. Beatty lived at school. Inside of my first-grade classroom. That was it!
That was only the first of the surprising things I learned about Mrs. Beatty that year. It turns out, she lived in a house! With a husband! And a dog! I couldn’t believe it. She had an entire (seemingly secret) life beyond being my teacher. Wild, right?! 😮
As a first grader, I found this information deeply unsettling. 😅
But looking back, I think it’s a perfect analogy for the way some salespeople think about their customers.
Your Customers Are More Than Account Numbers
Sometimes, the only information a salesperson has — or cares about — is what’s relevant to them in that moment: the order number, the contract terms, the price.
We all got a pass when we were elementary school students. Kids are self-centered (and, if we’re honest, kind of narcissistic!) by design.
But as adults — especially as adults in business — it’s imperative that we learn to look beyond the immediate situation (“you’re my teacher” or “you’re my customer”) and see the whole person.
According to Salesforce, 61% of people say the majority of companies they deal with treat them like a number.
And the minute a prospect or customer feels like a number is the minute they start seeing you as a commodity.
The more transactional the relationship, the more transactional the buying decision. If the conversation never goes beyond pricing, contracts, and specifications, don’t be surprised when the customer makes their decision based on pricing, contracts, and specifications.
Superfandom is a two-way street. If your customer feels like Account Number 4827 to you, you’ll probably end up feeling like Vendor Number 3 to them.
Strong Customer Relationships Start With Understanding
Does that mean you should start going all Creepy Stalker Vibe on your customers? Of course not.
But the more you understand about a customer’s world, the more opportunities you’ll find to help them succeed. And that understanding is one of the most powerful ways to build stronger customer relationships.
That’s also why I think everyone in business can learn a lot from teachers.
The teachers who made the biggest impact on our lives weren’t necessarily the smartest or the most knowledgeable. They were the ones who took the time to understand us. They made us feel like the most important student in the classroom.
So, in honor of back-to-school season, here are three lessons any salesperson or leader can borrow from a great teacher.
1. Great Teachers Set Clear Expectations
Think about the first day of school. The best teachers explain the ground rules, how the classroom operates, and what students can expect moving forward.
The same is true for customers.
One of the fastest ways to create frustration is to leave people uncertain about what’s happening next. Whether you’re onboarding a new client, welcoming a new employee, or serving a longtime customer, clarity creates confidence.
Think about your own customer journey. Do customers know what happens after they sign the contract? After they place an order? After they submit a support request?
Every time you eliminate uncertainty, you create an opportunity to build trust.
2. Great Teachers Give Feedback Early and Often
The best teachers don’t wait until the end of the semester to tell students how they’re doing. They provide guidance, encouragement, and course corrections along the way.
The best salespeople do the same thing.
They don’t disappear after the sale and resurface 11 months later when it’s time for renewal. They stay engaged. They share insights. They proactively identify opportunities and challenges.
Most importantly, they help customers make progress before small problems become bigger obstacles.
Strong customer relationships aren’t built during one big moment. They’re built through consistent communication and a steady accumulation of smaller moments that prove, I’m paying attention. I’m invested in your success.
3. Great Teachers Learn Before They Teach
Before a great teacher can help a student succeed, they need to understand where that student is starting from.
The best salespeople approach customers the same way.
They don’t jump straight into a presentation. They ask questions. They listen. They seek to understand before they seek to persuade.
Empathy before authority, ALWAYS!
Customers don’t want to feel like they’re getting the same pitch everyone else receives. They want to feel like the solution was built for their situation.
So, before your next sales call, ask yourself: What do I know about this customer beyond what they’re buying from me?
What are they trying to accomplish? What pressures are they facing? How is their success measured? What might make their job easier?
The answers can help you move from selling to someone to solving problems with them.
Want to Build Stronger Customer Relationships? See the Whole Person
The next time you’re preparing for a sales call or reviewing an account, remember Mrs. Beatty.
The person on the other side of the table has an entire life beyond the information in your CRM.
When you take the time to understand that bigger story, you can anticipate needs, personalize your approach, and create more value. That’s how you build stronger customer relationships and become a trusted partner instead of just another option in the consideration set.
After all, the best teachers don’t make students feel like one of many.
And the best businesses don’t make customers feel that way, either.
What’s a lesson you learned from a beloved teacher that you still use today?
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