PPAI • MAY 2025 • 27 Your Business | Voices A business’s reputation is everything. Being in good standing also results in improved morale and better employee retention: • More than 3 in 4 (76%) employees want to work for firms with a good reputation, according to the Confederation of British Industry. • Furthermore, 92% of employees would consider leaving their current jobs if offered another role with a company that has an excellent reputation, according to Corporate Responsibility Magazine. Improves Customer Retention & Engagement Besides retaining employees, non-transactional outreach can also help in maintaining client relationships. Customers are more likely to stick with brands they feel value their time and business, so building a more personal rapport leads to a stronger relationship and better communication between buyer and seller. It can even benefit social channels. Posting relevant content that’s not just pushing followers to buy your product can make your pages more attractive. When the audience doesn’t feel pressured to make a purchase, it leads to higher engagement rates. Maintaining genuine connections with your targeted audience contributes to them feeling valued, respected and seen. Increases Referrals People take pride in their recommendations. They probably wouldn’t recommend that a friend go to a restaurant with bad service and even worse food. The same rings true when it comes to referring people to companies they’ve done business with. Clients are more likely to recommend a brand or individual who has offered them value without expecting something in return. This is especially true if a good relationship is paired with impeccable service that exceeds expectations. Building a good rapport naturally allows for better networking and future clientele. Remember, clients aren’t just there to make money for your business. They’re also trusted connections that you are meant to take care of. If you want to connect with your customers on a more complex level, non-transactional outreach creates value and nurtures relationships for the long haul. It can foster deeper trust, loyalty and organic growth. Schwartz is manager of supplier and business services sales. For The Latest On These Conferences & More Visit ppai.org/events May 19-21 | Brussels, Belgium LEADERSHIP SUMMIT INTERNATIONAL Hosted By & EAC Leadership Development Conference October 27-29 |Dallas, TX LDC North American Leadership Conference May 12-14|Chicago, IL NALC Responsibility Summit September 15-17 | Newport Beach, CA Women’s Leadership Conference June 23-25 | San Diego, CA WLC
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