In the kitchen and bath industry, customers are not simply purchasing a product—they are investing in a relationship. That’s because they aren’t just buying from a business or a logo, they’re buying from people. As an industry partner with years of experience, I’ve seen how important it is for customers to have a deeper connection with the people they’re working with.

While building a brand and having a recognizable logo is important, I believe that investing in people and their expertise is what truly matters. By highlighting the people behind your business and their commitment to solving customer problems, you can build a personal connection with your customers and position yourself as a trusted, experienced professional to support their projects.

Why Focus on People, Not Just Your Business or Logo?

Personalization – Customers want to work with people who understand their unique needs and preferences. Building a personal relationship with your customers allows you to better understand their vision for their project and tailor your services to meet their specific needs.

Trust – Building a personal relationship with your customers also helps to establish trust. When customers know and trust you as a person, they are more likely to trust your business and the products or services you offer.

Referrals – Positive experiences with your business can lead to referrals from satisfied customers. Referrals are one of the most powerful forms of advertising, and they can be a huge boost for your business.

How to Build Personal Relationships with Customers

Be Personable – Make an effort to get to know your customers on a personal level. Ask them about their interests, family, and lifestyle. This can help you better understand their needs and preferences.

Communicate – Clear and consistent communication is key in any relationship. Make sure you’re communicating regularly with your customers throughout the project, and always be available to answer their questions or address any concerns.

Follow Up – After the project is complete, follow up with your customers to see how they’re enjoying their new space. This shows that you care about their satisfaction and helps to strengthen the relationship.

Remember, while the kitchen and bath industry is about products and services, it’s ultimately about the people behind them. By building personal relationships with your customers, you can establish trust, increase referrals, and ultimately build a strong and successful business.

Shaun Ayala

Kitchen & Bath Marketer – Pacific Sales / Best Buy