Sure the sales pitch work – it converts – generates dollars. But do you show your human side?
You see having a real relationship with your customers means when things get tough they will hang in there (and vice versa). Having strong relations creates a real loyalty and following.
Think of all the hoo haa around Apples products every 18 months and yet their dedicated users hang in there, why? They have a strong relationship with the company. And who would want to leave that?