26 • MAY 2025 • PPAI Voices | Your Business WHEN MAKING A NEW business connection or securing a new client, it’s important to build a genuine relationship outside of work obligations. That’s where non-transactional outreach comes in. These are interactions that don’t directly lead to a purchase or contract but can definitely be useful in the long run. Fostering trust without the immediate expectation of a transaction or direct return is important in building value in the relationship so you can become a trusted source. Examples of these exchanges include checking in with a casual message, sharing relevant content like articles and videos your clients might find useful or connecting with them at industry events to contribute to the working relationship. This kind of outreach can be beneficial for businesses, nonprofits or individuals looking to build a solid foundation for long-term success. Here are the benefits of non-transactional outreach: Builds Credibility Although you’re ultimately building business relationships with customers, there’s a sense of trust that comes with connecting with clients on a personal level. People appreciate when they don’t feel like they are constantly being sold to. Instead, focus on providing value and engagement without the expectation of something in return. This can lead to a happy customer who’s more likely to refer your business to friends, family or colleagues (more on that later). Enhances Brand Reputation By engaging with clients non-transactionally, you send a message that you’re invested in community and relationships versus just pure profit. This can lead to an enhanced reputation because you’re establishing your brand as a company that’s focused on its customers, not just the revenue they can bring in. Have you checked in on your clients lately? Here’s why you should reach out even when you’re not selling. By Michele Schwartz The Benefits Of Non-Transactional Outreach Damir Khabirov / Shutterstock.com
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