One-off conversations don’t build strong relationships. You need to show up consistently, in a way that feels natural and valuable within a business relationship. 

This can be especially challenging with local business owners, who are usually always busy.

Let’s break down the five keys to building relationships that last.

1. Ensure regular communication

Out of sight, out of mind. That rule applies to any relationship, and it’s especially true in business. 

The challenge is staying top of mind for clients and prospects when your service isn’t something they use every day.

That’s why regular, valuable communication matters. Your outreach has to feel helpful, not salesy.

Think of the inbox like a social feed: for every three posts from friends or funny pages you follow, you’ll see one ad. Your emails should work the same way.

If you’re emailing prospects once a week, make three out of four emails pure value:

• Tips for solving a common pain point
• A resource with success stories from their industry
• Local news or insights they’ll care about

Then, on the fourth week, connect the dots and show how your service helps with the exact challenges you’ve been highlighting.

For customers, communication can be a little more spaced out — maybe every 2 to 3 weeks — but it should still be consistent. Mix in things like check-ins to make sure they’re happy, customer surveys, and updates on new features.

Helpful tools to keep this smooth and transparent:

• Email tracking: Confirm messages are delivered and opened
• CRM history: Keep a clear record of interactions (HubSpot, Salesforce, etc.)
• Templates: Save time and maintain consistency

Download our 17 Cold Email Templates to Prospect Local Businesses and keep them stored in your team drive. 😉

2. Adapt to their personality

Not every business owner communicates the same way. Some want you to get straight to the point, while others appreciate small talk before diving into business. 

Understanding personality styles can make your check-ins and follow-ups much more effective.

One helpful framework is the DISC Personality Model:

• D (Dominant): Direct, results-focused, prefer quick conversations.
• I (Influential): Outgoing, people-focused, respond well to enthusiasm.
• S (Steady): Patient, relationship-oriented, appreciate consistency.
• C (Conscientious): Detail-driven, value accuracy and preparation.

If you know which style your client leans toward, you can adjust how you communicate. For example, a “D” personality might prefer a quick update email, while an “S” type may appreciate a longer call to check in on progress. 

Matching their style shows you’re paying attention, and builds trust faster.

3. Be a source of solutions

Strong relationships aren’t built by asking for favors, they’re built by being genuinely helpful. Go beyond selling your service by looking for other ways to add value.

If you come across a tool, article, or resource that could help with one of their challenges, share it. Even if it’s outside what your service solves, pointing them in the right direction shows you care about their overall success. 

Sometimes that might mean connecting them with another expert or giving advice from your own experience.

4. Stay engaged on social media and events

Communication doesn’t stop at email. Following your clients on platforms like Facebook, Instagram, or going to events gives you natural ways to stay connected. 

Congratulate them on milestones, comment when they share something meaningful, and celebrate their wins.

The key here is authenticity. A thoughtful note about their new store opening or a quick message celebrating an award they won goes a long way in showing you’re invested in their success.

5. Improve internal communication in your team

Strong external relationships start with strong internal alignment. If your team isn’t on the same page, your partners will notice.

Ways to strengthen internal communication:

• Host regular workshops with real-world client scenarios.
• Provide training on active listening and clear messaging.
• Track team performance on response times and client satisfaction.

Conclusion

At the end of the day, communication is the glue that holds business relationships together. Local business owners don’t just want another vendor, they want a partner who listens.

By staying consistent, tailoring your approach to their personality, being a source of solutions, showing up authentically on social and at events, and keeping your own team aligned, you’ll create partnerships that go beyond transactions.