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Sales is all about the relationship. When we think about it we generally buy from people we like and trust. How many times have you decided not to buy something you actually wanted just because of the way the salesperson presented themselves?

Now building a relationship face-to-face is a lot easier than doing it online but this doesn’t mean we can’t do it. You can also do ok selling online from a faceless website that builds no relationship. However if you want to amplify your results and make more sales then you’ll want to build better relationships.

The important thing to remember is that website visitors are not just some number you see in your analytics package... they’re people who want what you’re offering.

Becoming “unprofessional”

Most website owners seem to be scared about appearing “unprofessional” to their visitors... whatever that means. They like to pretend they’re some big faceless corporation that does millions of dollars of sales online. However the truth is most buyers prefer to deal with a real person as they know they’ll be looked after.

Think about some of the service providers you visit on a regular basis. You’re probably not shopping around for a new hairdresser every time you need a haircut as you’ve built a relationship with one in particular. This is probably the same for your car mechanic, dentist, doctor and even your favorite restaurants, bars and cafes.

We like familiarity and this is what our relationships provide us with. We know what to expect before we arrive. And the irony is that you probably have businesses that you visit that don’t even give you great results but you still visit them anyway because of the relationship you’ve formed.

But I digress… here are some ways to help build personal relationships with your website visitors:

Unleash your personality
Your personality is your strongest point of difference in your arsenal. It’s something your competitors can never replicate (although they may try) and can help you stand out. So never be afraid of using your personality when it comes to communicating through your website.

Be a real person
We’re surrounded by marketing that is based on a world of make believe. Now while everyone likes to live the fantasy it’s always nice to come back to earth and deal with a real person at the end of the day. Present yourself as a real person with warts and all to deepen your relationships even further.

Be unique
As you present your personality to the visitors remember to pick out what makes you unique to make yourself really stand out. It’s most effective if your uniqueness also resonates with your visitors but not necessarily. You’ll be amazed at some of the random things I put into my content and the responses I receive.

Be genuine and authentic
I want to be clear that we’re not inventing a personality to fit your market as eventually you’ll be found out. You want to take natural parts of your life and share them with your visitors. You should always come from a place of authenticity as our aim is to build trust… not destroy it.