Everyone says our business depends on relationships. As we prepare for the future, will that change? The answer is no — but our focus must evolve. We will have to teach relationship before we can do relationship.

We stand at a major crossroads. One path leads to becoming a “generic also-ran,” forced to compete only on price, availability and logistics. 

The other leads to a stronger future built on relationships that position us as partners and trusted advisors.

If you choose the relationship path, your team must reflect and execute a culture grounded in honesty, trust, integrity, caring and ethical responsibility — paired with an attitude of selflessness, service and a genuine desire to help clients succeed.

These characteristics are rooted in a moral foundation. The economic expression of that morality is capitalism, or more accurately, free enterprise. It is the only system that balances the tension between self-interest and the best interest of others.

However, fewer people are leaving school with an understanding of how morality shapes relationships or why free enterprise is beneficial. Add to that the decline in meaningful human interaction due to social media and technology, and it becomes clear: we must teach these principles if we want to build strong relationships.

Below are 3 relationship-centered strategies that prepare us for the future.

1. Become the Employer of Choice 

Model, hire, teach and train for a moral organizational culture. Nine key characteristics my clients hire and mentor:

• Trustworthiness
• Integrity—striving to do the right thing
• Honesty
• Engaging and sincere
• Ability to problem-solve
• Ability to see the big picture
• Discipline—dependable, responsible, accountable, hardworking, timely
• Patience—willingness to grow, learn, and improve
• Unselfishness—putting the customer’s and business’s interests first

When these attributes are present, modeling and sustaining a moral culture becomes possible — and excellence becomes achievable.

2. Teach Purpose and Model Success

We must counter the narrative that making money is inherently negative or that self-interest is the only motivator.

• Teach that the greatest social injustice is failing to make a profit. It is not only acceptable to make money — it is our obligation. Profit ensures we will still be here 5 years from now when customers need us most.
• Teach that our purpose is to help customers succeed. Our value comes from serving others, not ourselves. Fulfillment comes from increasing the value we provide to customers, coworkers, and the dealership.

3. Teach & Model Relationship

Developing relationships is hard — and sometimes messy. Technology makes it easy to hide from the work, but when we do, we become generic, losing differentiation, value and customer loyalty.

• Invest face-to-face time with your people so you can model relationship-building.
• Train your team to recognize and interact with different operating styles — introverts, extroverts and other behavioral patterns. This accelerates communication and strengthens relationships.
• Don’t let AI replace you — only assist you. Don’t allow your team to hide behind technology to avoid the hard work of building relationships.
• Require face-to-face or personal contact with current and future customers.
• Require customer visits that deliver value or information each time.
• Extend opportunities to spend time with customers through extended warranties, maintenance plans and annual equipment inspections.

Teaching and mentoring the relationship process also increases employee engagement. Gallup research shows organizations with engaged teams outperform their peers:

• 10% higher customer loyalty/engagement
• 23% higher profitability
• 18% higher sales productivity
• 14% higher production productivity
• 43% lower turnover in low-turnover organizations

Gallup’s deeper analysis found that during recessions, employee-engaged businesses outperform their peers even more significantly.

If we return to the basics of relationships — the very things that got us here — we will be well-positioned for the future.

Here’s to relationships.