--- title: How To Effectively Leverage Relationships In Business description: Instead of trying to convince strangers that you're the best, sometimes it is better to leverage existing relationships for the best business outcomes. image: https://www.vested.marketing/hubfs/Featured%20Images%20%281%29-1.png --- 4 min read # How To Effectively Leverage Relationships In Business [![Picture of Vested Marketing](https://www.vested.marketing/hubfs/Vested%20Logo/Favicon%20-%20White.png) Vested Marketing ](https://www.vested.marketing/blog/author/vested-marketing) : Updated on March 30, 2026 [Business](https://www.vested.marketing/blog/tag/business) [Marketing](https://www.vested.marketing/blog/tag/marketing) [Relationship Marketing](https://www.vested.marketing/blog/tag/relationship-marketing) How To Effectively Leverage Relationships In Business 7:12 It can be easy to get caught up in having your main focus be the transaction when it comes to running a business. But, in today's [consumer-driven market](https://www.vested.marketing/learning-center/digital-marketing-trends-2024), customers have more power than ever before. If customer expectations aren't met, they can easily take their business elsewhere, and rightfully so. So, instead of always trying to convince complete strangers that what you're offering is the best out there through [inbound marketing](https://www.vested.marketing/) alone, sometimes it's best to leverage your existing relationships for the best business outcomes. Companies must learn to establish real, long-lasting connections with their customers. And like all relationships, it requires continuous investment, mindfulness, recognition, and adaptation.  ## Customer Retention Over Customer Acquisition There is plenty of [marketing research](https://www.vested.marketing/blog/6-steps-to-conducting-effective-market-research) out there highlighting how important customer retention is to [business success,](https://www.vested.marketing/blog/business-lessons-from-ya-mama-and-dem) and oftentimes it's more critical for success than the initial acquisition of new customers.  For instance, [research conducted by Frederick Reichheld of Bain & Company ](https://hbr.org/2014/10/the-value-of-keeping-the-right-customers)found as little as a five percent increase in customer retention can result in an increase in company revenue by 25-95%. Also, [American Express discovered retained customers](https://blog.hubspot.com/service/customer-retention) often will outspend newer customers. This is more than likely due to the fact that they have already trialed your services and trust your brand and offering. So the next time they decide to use you, there isn't as much of a need for testing the waters. [![New call-to-action](https://no-cache.hubspot.com/cta/default/4901264/9bead0d3-c91c-46da-a21e-0c990e059046.png)](https://cta-redirect.hubspot.com/cta/redirect/4901264/9bead0d3-c91c-46da-a21e-0c990e059046) ### Still not convinced? Consider this: Some flyers began using JetBlue for their most common flights. Why? Because they could earn points for every dollar spent on a flight (points which never expired), and they appreciated the airline's customer-first mentality. Not to mention the free snacks... Over time, most of these buyers took it a step further, paying $99 for a JetBlue Plus credit card, which allowed them to earn *more *points on every dollar they spent using the credit card. They could use these points for future flights, but alternatively, they could also use them on car rentals, hotel stays, or purchases with JetBlue retail partners, like Amazon. Then, overtime, they convinced their friends to get a JetBlue credit card, so they could reap the same benefits. ### You see where we are going here... We are not trying to convince you to fly JetBlue, but we *are* trying to show you the power of relationship marketing. > By offering these types of rewards for long-term customers, and demonstrating a true, authentic desire to cultivate a deeper relationship with their audience, JetBlue doesn't need to spend much time or [effort on acquiring new customers](https://www.vested.marketing/blog/how-to-start-an-inbound-marketing-firm) -- its existing customers are doing the heavy-lifting for them. But you don't have to own an airline or a Fortune 500 company in order to satisfy your existing clients. [![New call-to-action](https://no-cache.hubspot.com/cta/default/4901264/30b9ed26-3d90-406d-bc8c-aa37299ad122.png)](https://cta-redirect.hubspot.com/cta/redirect/4901264/30b9ed26-3d90-406d-bc8c-aa37299ad122) So, how do you build relationships with customers that help to set your [business ](https://www.vested.marketing/learning-center/does-b2b-inbound-marketing-work)up to thrive? Here's a quick overview: ## Successful customer relationships are typically built in 4 stages: ### 1- [Onboarding](https://www.vested.marketing/learning-center/unlocking-success-with-hubspot-onboarding-accreditation). **As soon as you've made the sale, **instead of moving on quickly and shifting your focus to the next [sales opportunity](https://www.vested.marketing/learning-center/5-ways-hubspot-empowers-sales-teams), stand out by showing that you care. For example, send a follow up email, like our friends at [EGGRS](https://www.eggrs.com/blog/how-much-term-life-insurance-do-i-need) who offer [term life insurance in Walnut Creek, CA](https://www.eggrs.com/blog/your-guide-to-california-term-life-insurance-online). This will add value and most importantly *experience* to a transaction and really sets the tone for a long-term relationship, resulting in a loyal customer. The importance of trust in your brand from your customers shouldn't be taken lightly and is essential to the life of your business.   ### 2- Value Recognition. **Showcasing value to your customers is huge when maintaining a quality business relationship.** By [investing in the customers that invest in you](https://www.vested.marketing/learning-center/the-hubspot-flywheel-building-lasting-customer-relationships), you are proving that they are important and that they are more than just a customer. This could be as simple as setting a reminder in your calendar to tell your loyal customers happy birthday every year, or maybe even inviting them to your yearly [hunting trip](https://www.luscooutdoors.com/). It's the ones who go the extra mile that customers will remain loyal to. ### 3- Exceeding Expectations.  Sure, [customer expectations](https://www.vested.marketing/learning-center/why-its-important-to-have-a-mobile-friendly-website) being met is big when it comes to your business operations. But, customer expectations being exceeded? Now that's where the magic happens. By exceeding their expectations, you are proving you will go above and beyond what most companies do in order to ensure their satisfaction, like our friends at [The Water Scrooge](https://www.thewaterscrooge.com/blog/water-conservation-ways-water-submetering-inaccuracies). Basically, under promise and over deliver. When your customers are impressed, they'll keep coming back.  ### 4- Advocacy When customers start promoting your products or services to others unprompted, on your behalf, like our friend's at [Drip IV Lounge & Aesthetics](https://www.dripivco.com/news/new-drip-iv-lounge-aesthetics-in-baton-rouge) and [Senderra](https://www.senderrarx.com/prescriber-education/5-ways-specialty-pharmacies-support-pharmaceutical-manufacturers), it's safe to say you've built a solid business/customer relationship. But just because you think you've won them over, be careful not to take them for granted. Continue to nurture the relationship just like you did in the beginning, ensuring that they stay feeling important and valued. ## Learn more about how leveraging your relationships can [help your business thrive](https://www.vested.marketing/blog/shopify-chatgpt-integration-optimize-for-ai-commerce)! So, how you can leverage the power of relationships in your existing business without having to have your very own credit card and ink a deal with Bezos for treating your customers to their endless list of perks? [Download our Relationship Marketing guide](https://www.vested.marketing/relationship-marketing-ebook) below and start implementing these easy steps that will ensure you dazzle your existing paying customers, today! [![New call-to-action](https://no-cache.hubspot.com/cta/default/4901264/061004e0-21e8-45ed-b9f7-33040b6a75a9.png)](https://cta-redirect.hubspot.com/cta/redirect/4901264/061004e0-21e8-45ed-b9f7-33040b6a75a9) #### Related Articles [Top 3 Approaches to Successfully Leverage Your HubSpot CRM](https://www.vested.marketing/learning-center/top-3-approaches-to-successfully-leverage-your-hubspot-crm) - Segment, contextualize, and personalize are the three most paths to CRM success. But what do these terms practically mean? Learn more by reading our blog! [Guide to Choosing the Right CRM for Your Business](https://www.vested.marketing/learning-center/guide-to-choosing-the-right-crm-for-your-business) - If you need a software platform to manage customer interactions, you should consider CRM. Here is a guide to choosing the right [CRM for your business](https://www.vested.marketing/learning-center/from-microsoft-dynamics-to-hubspot-a-successful-crm-migration). --- #### [About](https://www.vested.marketing/connect/) [Vested Marketing](https://www.vested.marketing/blog/how-to-start-an-inbound-marketing-firm) [![Favicon - Color](https://www.vested.marketing/hs-fs/hubfs/Vested%20Logo/Favicon%20-%20Color.png?width=97&height=97&name=Favicon%20-%20Color.png)](https://www.vested.marketing)As a [certified HubSpot Partner Agency](https://www.vested.marketing/hubspot-partner), we not only understand the benefits of using the [inbound marketing ](https://www.vested.marketing/inbound-marketing)platform to [increase traffic and engagement](https://www.vested.marketing/more-stuff), [improve SEO](https://www.vested.marketing/seo), [generate leads](https://www.vested.marketing/the-30-greatest-lead-generation-tips-tricks-and-ideas-1), [design effective websites](https://www.vested.marketing/learning-center/the-importance-of-an-effective-website) and boost sales, we know how to make it happen. We are [inbound marketing experts](https://www.vested.marketing/learning-center/what-is-inbound-marketing), [SEO ](https://www.vested.marketing/learning-center/how-is-seo-is-like-a-library)gurus and top-notch [website developers](https://www.vested.marketing/learning-center/is-your-website-working-for-you). [Our team](https://www.vested.marketing/blog/meet-lydia-janasz-vesteds-newest-team-member) of [Engineers Turned Marketers](https://www.vested.marketing/our-team) can [help get you noticed](https://www.vested.marketing/our-work) - for a [more innovative and effective way](https://www.vested.marketing/blog/how-to-effectively-leverage-relationships-in-business) to [reach customers,](https://www.vested.marketing/relationship-marketing-ebook) or provide a more seamless way for companies to find your services. [Inbound Marketing](https://www.vested.marketing/learning-center/11-industries-benefited-by-inbound-marketing) has no limit to industry, serving from [Crypto ](https://www.vested.marketing/learning-center/what-is-the-game-coin)& [NFT](https://www.vested.marketing/learning-center/an-introduction-to-crypto-and-nft-marketing), [mining](https://www.ibatterymetals.com/insights/all-you-need-to-know-about-the-direct-lithium-extraction-process), [oil and gas, ](https://info.keystoneenergytools.com/blog/top-10-trends-shaping-the-oil-and-gas-industry)[technology & automation, ](https://www.vested.marketing/industries/technology-automation)[engineering](https://www.usdredge.com/learn/9-ways-technology-is-shifting-the-civil-engineering-industry), [technology](https://info.stonewallco.com/blog/10-ways-technology-is-shifting-the-engineering-industry), construction, [healthcare](https://www.vested.marketing/learning-center/marketing-in-the-healthcare-industry), [specialty pharmacy](https://www.senderrarx.com/prescriber-education/senderras-carepath-platform-covers-all-patient-requests), to industrial & [manufacturing](https://info.stonewallco.com/blog/what-is-manufacturing-engineering).   - [Tweet](https://twitter.com/share) ## Related Posts [![Building a Scalable Inbound Marketing Strategy for 2025](https://www.vested.marketing/hubfs/Building%20a%20Scalable%20Inbound%20Marketing%20Strategy%20for%202025.jpeg) ](https://www.vested.marketing/blog/building-a-scalable-inbound-marketing-strategy-for-2025) 1 min read #### [Building a Scalable Inbound Marketing Strategy for 2025](https://www.vested.marketing/blog/building-a-scalable-inbound-marketing-strategy-for-2025) Jan 23, 2025 1:19:21 PM In 2025, a scalable inbound marketing strategy is essential for businesses looking to grow efficiently and sustainably. Companies must focus on... [SEO](https://www.vested.marketing/blog/tag/seo) [Business](https://www.vested.marketing/blog/tag/business) [Relationship Marketing](https://www.vested.marketing/blog/tag/relationship-marketing) [CRM](https://www.vested.marketing/blog/tag/crm) [Read More](https://www.vested.marketing/blog/building-a-scalable-inbound-marketing-strategy-for-2025) [![7 CRM Customization Mistakes to Avoid](https://www.vested.marketing/hubfs/2025%20Website%20Files/Blog%20Feature%20Images/Website%20Feature%20Images%20-%20Vested%20(1)-1.png) ](https://www.vested.marketing/blog/crm-customization-mistakes-to-avoid) 1 min read #### [7 CRM Customization Mistakes to Avoid](https://www.vested.marketing/blog/crm-customization-mistakes-to-avoid) Jan 27, 2026 2:37:40 PM The seven most common HubSpot CRM customization mistakes turn what should be a revenue superpower into a maintenance nightmare: over-adding... [Sales](https://www.vested.marketing/blog/tag/sales) [Relationship Marketing](https://www.vested.marketing/blog/tag/relationship-marketing) [CRM](https://www.vested.marketing/blog/tag/crm) [Marketing Automation](https://www.vested.marketing/blog/tag/marketing-automation) [AI Tools](https://www.vested.marketing/blog/tag/ai-tools) [Read More](https://www.vested.marketing/blog/crm-customization-mistakes-to-avoid) [![Webinar: How to Leverage Free Sales and Marketing Tools](https://www.vested.marketing/hubfs/Webinar.png) ](https://www.vested.marketing/blog/webinar-how-to-leverage-free-sales-and-marketing-tools) 1 min read #### [Webinar: How to Leverage Free Sales and Marketing Tools](https://www.vested.marketing/blog/webinar-how-to-leverage-free-sales-and-marketing-tools) Jul 27, 2020 1:23:46 PM Join Louisiana SBDC as they host Blaine LaFleur for their training webinars to teach small business owners how to best leverage free tools to... [Inbound Marketing](https://www.vested.marketing/blog/tag/inbound-marketing) [Business](https://www.vested.marketing/blog/tag/business) [Read More](https://www.vested.marketing/blog/webinar-how-to-leverage-free-sales-and-marketing-tools) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Vested Marketing", "url" : "https://www.vested.marketing/blog/author/vested-marketing" }, "dateModified" : "2026-03-30T18:46:31.709Z", "datePublished" : "2019-06-27T13:26:59.000Z", "headline" : "How To Effectively Leverage Relationships In Business", "image" : [ "https://www.vested.marketing/hubfs/Featured%20Images%20%281%29-1.png" ], "mainEntityOfPage" : { "@id" : "https://www.vested.marketing/blog/how-to-effectively-leverage-relationships-in-business", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.vested.marketing/hubfs/logo%20wide%20color-1.png" }, "name" : "Vested Marketing" } } ``` ```json { "@context" : "https://schema.org/", "@id" : "#WebSite", "@type" : "WebSite", "name" : "Vested Marketing", "url" : "https://www.vested.marketing/" } ``` ```json { "@context" : "https://schema.org", "@type" : "Organization", "alternateName" : "Vested", "logo" : "https://www.vested.marketing/hs-fs/hubfs/Logo_Vested-1.png?width=450&height=188&name=Logo_Vested-1.png", "name" : "Vested Marketing", "sameAs" : [ "https://www.facebook.com/vested.marketing/", "http://instagram.com/vested.marketing", "https://www.youtube.com/channel/UCQbU-ww5l2lzMjEvpU_922g", "https://www.linkedin.com/company/vested-marketing/" ], "url" : "https://www.vested.marketing/" } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Organization", "name" : "Vested", "url" : "https://www.vested.marketing/" }, "description" : "Instead of trying to convince strangers that you're the best, sometimes it is better to leverage existing relationships for the best business outcomes.", "headline" : "How To Effectively Leverage Relationships In Business", "image" : "https://cdn2.hubspot.net/hubfs/4901264/Featured%20Images%20%281%29-1.png", "mainEntityOfPage" : { "@id" : "https://www.vested.marketing/learning-center/how-to-effectively-leverage-relationships-in-business", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://cdn2.hubspot.net/hubfs/4901264/Crypto%20Basics-1.png" }, "name" : "Vested" } } ```