People buy people: Human interaction in business

Posted in News & Press  ·  4th February 2024

In the world of business, success often hinges on more than just the quality of your product or service. The relationships you build and the connections you foster can be the deciding factor in whether a deal is made or a partnership flourishes. The phrase “people buy people” highlights the importance of human interaction in business. When people get on well and strong relationships are built, business becomes much easier and more productive. Here’s why human interaction is crucial in business and how you can leverage it to build strong, successful relationships.

The importance of human interaction in business

  1. Trust and credibility: Trust is the foundation of any successful business relationship. Human interaction helps build trust and credibility. When clients or partners feel they know and trust you, they are more likely to do business with you.
  2. Emotional connection: People are more inclined to do business with those they feel an emotional connection with. Building rapport and showing genuine interest in others fosters this emotional connection, making interactions more meaningful.
  3. Effective communication: Face-to-face interactions and personal communication can often convey nuances and emotions that emails or phone calls cannot. Effective communication helps ensure that both parties are on the same page and can address any concerns promptly.
  4. Problem-solving and collaboration: Strong relationships facilitate better collaboration and problem-solving. When people get along well, they are more willing to work together to overcome challenges and find mutually beneficial solutions.

Building strong business relationships

Here are some strategies to build and maintain strong business relationships:

  1. Be genuine and authentic: Authenticity is key to building trust. Be yourself and show genuine interest in the other person. Authentic interactions foster deeper connections and long-lasting relationships.
    • Example: Instead of just discussing business, take the time to learn about your clients’ or partners’ interests and values. This can help build a more personal and meaningful connection.
  2. Listen actively: Active listening shows that you value the other person’s perspective. Pay attention, ask questions, and show empathy. This not only builds trust but also helps you understand their needs and concerns better.
    • Example: During meetings, focus on what the other person is saying without interrupting. Summarise their points to show understanding and ask follow-up questions to delve deeper.
  3. Be reliable and consistent: Reliability and consistency are crucial for building credibility. Follow through on your commitments and be consistent in your communication and actions.
    • Example: If you promise to deliver a report by a certain date, ensure you meet that deadline. Consistent reliability builds a reputation of trustworthiness.
  4. Show appreciation: Expressing gratitude and appreciation strengthens relationships. Acknowledge the efforts and contributions of others, and show that you value the relationship.
    • Example: Send a thank-you note or email after a successful project or meeting. Recognising the other person’s contribution can go a long way in building goodwill.
  5. Invest time and effort: Building strong relationships requires time and effort. Regularly check in with your clients or partners and invest time in nurturing the relationship.
    • Example: Schedule regular catch-up meetings or informal coffee chats to maintain the relationship and stay connected.

The impact of strong relationships in business

  1. Increased loyalty: Strong relationships lead to increased loyalty. Clients and partners who feel valued and respected are more likely to remain loyal to your business.
  2. Referrals and recommendations: Satisfied clients and partners are more likely to refer your business to others and provide positive recommendations. This can lead to new opportunities and growth.
  3. Improved collaboration: When relationships are strong, collaboration becomes more effective. Teams and partners are more willing to share ideas, work together, and support each other.
  4. Enhanced problem-solving: Strong relationships foster open communication and trust, making it easier to address and resolve issues collaboratively.

Recommended reading and resources

To further explore the importance of human interaction and building strong business relationships, here are some recommended books and resources:

  • “How to Win Friends and Influence People” by Dale Carnegie: A classic guide to building strong relationships and effective communication.
  • “Never Eat Alone: And Other Secrets to Success, One Relationship at a Time” by Keith Ferrazzi: Offers insights into the power of networking and building meaningful relationships.
  • “The Trusted Advisor” by David H. Maister, Charles H. Green, and Robert M. Galford: Explores how to build trust and credibility in professional relationships.


In business, human interaction is the key to building strong, successful relationships. When people get on well and trust each other, business becomes easier and more productive. By being genuine, listening actively, and investing time in nurturing relationships, you can create a network of loyal clients and partners who support your success. Remember, people buy people – the connections you make and the relationships you build are just as important as the products and services you offer.

At Bright Futures Experience, we believe in the power of human interaction and strong relationships. For more tips on building successful business relationships and professional growth, visit our website today!


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