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Relationships vs Transactions in Business
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Are You Building Loyalty or Just Filling Orders?
There’s an old saying in business: “People do business with those they know, like and trust.” Simple, right?
But in practice, most businesses are too busy trying to close deals to stop and ask the bigger question—am I being the kind of person, or more importantly is my company one that people will know, like and trust.
That’s the difference between a relationship and a transaction. One builds loyalty. The other just fills a slot on a spreadsheet.
PEOPLE DO BUSINESS WITH THOSE THEY KNOW, LIKE AND TRUST.
The Problem with Transactional Thinking.
Too many businesses fall into what I call “vending machine mode.” A client pushes a button, you deliver the service or product, money drops in, and off they go. No connection. No care. Just a neatly executed exchange.
It’s efficient, sure—but it’s forgettable and unsustainable.
Transactional thinking focuses on speed, convenience, and short-term wins. It’s about getting through the job, not getting to know the person. When the only thing you’re offering is efficiency, you’re competing on price—and someone will always do it cheaper.
Businesses built on transactions can survive for a while. But the ones that thrive, grow and create something meaningful? Those are built on relationships.
Relationships Are the Real Competitive Advantage.
When someone knows you, likes you, and trusts you, price becomes less of a sticking point. They're not buying a product. They’re backing a person. They’re investing in a relationship where they feel heard, supported and understood.
That kind of loyalty isn’t earned with a slick pitch or a flash website. It comes from being consistent, honest, and human.
One of our clients here at Purpa once told me, “We didn’t go with you because you were the cheapest. We went with you because you listened—and it felt like you actually gave a damn.”
That’s the power of relationship over transaction. The deal didn’t hinge on dollars. It came down to trust.
The deal didn’t hinge on dollars. It came down to trust.
What Relationships Look Like in Business.
In a town like Toowoomba, this stuff really matters. You can’t fake relationships here. Word travels fast, and reputations are built over years of consistent behaviour, not legal contracts.
A prime example was last weekend. My brother from Brisbane was in town and we went to repair a bike chain at the Giant Toowoomba store. The store owner promptly fixed the chain with a special tool, put it on my sons’ bike and refused to take any money for the repair (just the cost of a new chain). He said he’s happy to simply see more kids riding bikes. It prompted my brother to chime in and ask if he used to sell Redline BMX bikes from a different store location in 1997. He said “yes” again. My brother remembered that same generosity and warmth from nearly 30 years ago. And guess where all future bike purchases and services will happen now?
That kind of customer experience doesn’t come from a user manual. It comes from a culture that values connection.
Building relationships in business can look like:
- Remembering a client’s name—and their story.
- Asking about the person behind the job, not just the deadline.
- Following up even when you’re not chasing work.
- Telling the truth when it’s uncomfortable.
- Celebrating their wins as if they were your own.
These aren’t massive gestures. But they create trust—and trust is the currency of long-term repeatable and sustainable business.
Networking Without the Robot Routine.
This all plays out at networking events too. You’ve seen the ones who get it wrong—the “meet, greet, hand-over-business-card-and-move-on” crowd. No real listening. No curiosity. Just a thinly veiled sales pitch and a mental checklist of how many people they can “connect” with in under an hour.
That’s transactional thinking in a suit.
True networking—the kind that leads to long-term partnerships—starts with slowing down. It’s about asking good questions, listening closely, and seeing the person before the opportunity. Those who get it right walk away with relationships, not just leads.
Why This Matters Right Now.
We’re in uncertain times. Interest rates are up. Budgets are tight. People are questioning every dollar they spend.
In a climate like this, relationships don’t just matter—they’re the difference between resilience and decline.
Clients are looking for steady hands. They want advisors, partners, and suppliers they can count on. They’re not just looking for a good price—they’re looking for peace of mind.
If you’ve built your business on genuine relationships, you’re already ahead. If not, now is the time to shift gears.
BUILD TRUST
– ONE REAL CONNECTION AT A TIME
So, How Do You Move From Transaction to Relationship?
Here are five simple steps to start building deeper connections with your clients:
- Lead with curiosity. Ask better questions. Dig beneath the surface. Show that you care about their goals—not just the project at hand.
- Be consistent. Trust isn’t built overnight. It comes from showing up the same way, every time—reliable, respectful, and present.
- Follow up without an agenda. A quick check-in or note of encouragement goes a long way. It tells them you’re thinking about them even when there’s no invoice in play.
- Be human. Share a little about who you are. Show your values. Let people connect with the real you—not just the polished business version.
- Do what you say you’ll do. It sounds basic, but follow-through is where trust is either made or broken. Be the person who delivers—on time, every time.
Final Thoughts.
Every business makes transactions. That’s how we keep the lights on.
But if that’s all your business does, you’re just another option on a list. When clients can get the same thing elsewhere, what reason are you giving them to stay with you?
The businesses that last aren’t chasing transactions. They’re building trust—one real connection at a time.
If you're ready to shift from transactional service delivery to building meaningful client relationships that drive long-term growth, get in touch with Purpa for a no obligation assessment. We’d love to help you strengthen the trust at the heart of your business.
Chris is a self-confessed business nerd and the brains behind Purpa. He lives for helping businesses and businesspeople find their purpose, uncover their potential, and then provide the systems, processes, and accountability to make it happen.
