Friends buy from friends. Why? Because people trust that their friends will go above and beyond the duties of a typical salesperson. They know that their friends will give them friendly, honest help and provide them with the product that is perfect for their needs. In return, these people develop into loyal customers who are happy to support their friend’s business with continued sales and referrals.

So how do you take advantage of this wonderful sales cycle? You must change the focus of the sales experience on making a friend rather than making a sale. When you focus on making a friend at all costs, you will find ways to serve your customers beyond the scope of what you do in your business.

This type of exceptional service is what will get your customers talking positively about you after the fact. They will enthusiastically tell everybody they know about you, your company and your excellent service. These testimonials are the most effective form of advertising you could ever have for your company. By making one friend, you will create customer loyalty that will boost your sales as they continue to buy from you and recommend you to others.

In order to be friends with your customers, you must take the time to revaluate several key aspects of how you interact with them.

Do you value your customers?

Your customers do you a great service by contacting you. Think about it. If a customer contacts you or stops into your place of business, they have already paid you a wonderful compliment. They likely have heard that you do good business or that you have the solution to their problem.

Return that compliment by respecting your customers and letting them know that you are honored that they have given you the opportunity to earn their business. Recognizing the important value of each customer will establish the loyalty that will keep your friendships and sales numbers growing.

Do you truly care about your customers?

The only way to become friends with your customers is by caring about them as a friend would. You must listen to your customer’s concerns and understand the meaning behind their words. Everything from your tone to the product that you recommend for them should reflect your sincere desire to make them happy and to solve the problem that they brought to you.

Because this type of attention and service is so rare in business today, you will create relationships with your customers that are just as rare. This unique relationship will be the driving force behind their purchases.

Do you treat your customer as you would want to be treated?

Your customers come to you because they need help and they trust that you will be able to supply them with the information they need. Do not take advantage of that vulnerability and belittle their intelligence while speaking with them. Avoid phrases that may sound condescending. After all, knowing every intricate detail of your product is your job, not theirs. Your mockery and disrespect will be evident to your customer, and will be sure to end the possibility of their friendship and business.

Treating your customer like a friend also means letting go of many of the techniques typical salespeople may use. Do not fall into the trap of trying a manipulative sales trick on your customer. You do not like it when it is done to you, so do not do it to your customer. If you are focused on your customers needs, there will be no need for finding a manipulative way to close the sale.

Employing manipulative sales processes and formulaic closing techniques insults your customer’s intelligence and paints you in a shadowy light. This is obviously not good when it comes to earning their trust, their respect, and, most importantly, their business.

Making friends with your customers is an easy way to ensure a sales experience where everybody wins. Your customers will feel confident buying from a friendly and trustworthy business, and you will enjoy the benefits of new friendships and continued sales.

Tom Richard is the author of Smart Sales People Don't Advertise: 10 Ways To Outsmart Your Competition With Guerilla Marketing. You can subscribe to Tom's Weekly Ezine at http://www.tomrichard.com