Prioritising relationships is one of the most impactful things you can do for your retail business, but there are common missteps that can derail your efforts. By being aware of these pitfalls and knowing how to avoid them, you’ll build stronger, more sustainable connections that truly support your success.
Spreading yourself too thin
Trying to build or strengthen too many relationships at once can dilute your efforts and lead to burnout. Avoid this by focusing on your Circle of Impact – the three to five people or groups who have the most influence on your business. For example, prioritise your top three clients or suppliers who contribute the most value instead of trying to connect deeply with every client.
Neglecting internal relationships
The pitfall of focusing exclusively on client relationships while neglecting your team, contractors, or suppliers can be avoided by recognising that internal relationships are just as important as external ones, as your team and suppliers are key to delivering on your promises; for example, taking time to check in with a contractor can lead to smoother communication and better results.
Overreliance on AI
Avoid overreliance on AI by using it to handle repetitive tasks, like sending reminders or managing schedules, but reserve human interactions for personalised outreach. For example, use an AI tool to send automated meeting reminders, but follow up personally with a tailored email to build connection.
Misaligned priorities
The pitfall of spending time on relationships that don’t align with your business goals or values can be avoided by ensuring the relationships you build are mutually beneficial and aligned with your long-term vision, such as focusing more on a loyal, repeat client who consistently drives revenue rather than a one-off customer.
Ignoring feedback
The pitfall of dismissing feedback from clients, team members, or suppliers as unimportant or inconvenient can be avoided by actively seeking and reflecting on feedback to improve your relationships and offerings. For example, if multiple clients mention a lack of communication, adjust your processes to address this and strengthen trust.
Assuming relationships will manage themselves
The pitfall of believing that strong relationships will continue without regular maintenance or effort can be avoided by treating relationships like an ongoing investment through regular check-ins and touchpoints, such as setting quarterly reminders to reconnect with key clients or suppliers. Similarly, the pitfall of overloading your clients or team with over-communication or too many changes at once can be avoided by focusing on quality over quantity, testing changes incrementally, and gauging reactions before scaling up, such as sending one well-thought-out communication that adds value instead of bombarding clients with updates.
Over-promising to strengthen a relationship
Agreeing to unrealistic demands or timelines in an attempt to build trust, secure a project, or to please someone is a common pitfall.
Be honest about your capacity and set realistic expectations from the start. For example, instead of promising a faster-than-usual delivery, communicate what’s realistic and commit to exceeding expectations when possible.
Neglecting long-term relationships
The pitfall of focusing too much on new clients or opportunities while overlooking long-term supporters can be avoided by allocating time to nurture your most loyal clients or collaborators, as these relationships often bring the highest returns; for example, a quick thank-you note to a long-term client can go a long way towards maintaining their loyalty.
Failing to define relationship goals
The pitfall of building relationships without a clear understanding of how they align with your business strategy can be avoided by setting specific goals for each relationship, whether aiming for repeat business, referrals, or operational support; for example, with a key supplier, your goal might be to strengthen trust to ensure better pricing or faster delivery.
These pitfalls are easily avoided when you refine your approach and build stronger, more sustainable relationships. By avoiding these common mistakes, you’ll lay the groundwork for a business that thrives on trust, loyalty, and meaningful connections.
Edited extract from AI & U: Reimagine Business (Publish Central $39.95) by Tracy Sheen, which explores how business owners can unlock value through practical, people-first applications of AI.
Sheen is an AI consultant at The Digital Guide.