Author and relationship expert Gary Chapman has a program that helps people in their personal relationships communicate better and to feel more understood.

It is called "The Five Love Languages".

After hearing about this in my social media feed, I considered that a sales relationship could be looked at this way too.

Do your customers think you understand them and care about meeting their needs?

If not, what can you do to change this?

Chapman's Five Languages are:

  • Words of Affirmation
  • Acts of Service
  • Receiving Gifts
  • Quality Time
  • Physical Touch

If you are having trouble connecting and cementing relationships with your established customers, maybe you are not speaking their language.


Maybe you are giving them business gifts, and they would prefer some quality time like a golf outing, concert or lunch.

Maybe you are giving them the physical touch of a sales call, but they would prefer if you gave them an act of service like supporting their charity drive.

Maybe you are giving them quality time by taking them to lunch, but they would respond better to words of affirmation like a note to their boss, or help with networking.

Maybe you are giving them words of affirmation by telling them how much you value their business, but what they want is for you to call them or stop by Friday at 3PM to pass the time with them.

Maybe you are giving them an act of service by dropping off their order in person, but they would really like a token gift from you to feel like you appreciate their business, and so they can show your relationship off to others.

If you are having trouble growing your business relationships, try showing that you care in a different way and see if that helps you connect better.

For more details on the original program, check out the link below!

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Julie O'Flaherty
Pricing and Product Specialist at cfm Distributors, Inc.

Julie grew up in Omaha and graduated from Creighton University. She has been with cfm since 2010. At cfm, Julie will help you with commercial replacement projects, new construction plan and spec jobs, and specialty equipment such as Bard packaged units, Reznor heaters, and other items large and small. Julie has lived in Kansas City for over 25 years, and enjoys live music, BBQ and hanging out with family and friends.