People Buy People, Not Products or Services
Published Feb. 27, 2025 - Kirstyn M. Yancy
Granted, I've been saying for years - since before COVID became a thing, that people buy people, not products. Heck, if you've been to our office, you'll see it written on the chalk wall in the conference room.
Think about it. Have you ever chosen a more expensive option just because you liked the salesperson, resonated with a brand’s mission, or felt a personal connection? We all have. In a world overflowing with choices, the human element is what sets businesses apart.
People buy from those they like, trust, and relate to. It’s not just about what you offer—it’s about how you make them feel. Today’s consumers, especially younger generations, are paying close attention to the ethics, authenticity, and social impact of the businesses they support. They want real relationships, not just transactions.
So how do you create those connections? Here’s how:
1. Be Transparent
Let people see the real you. Share the highs and the lows—customers appreciate honesty. Authenticity builds trust, and trust builds loyalty.
2. Share Your Story
What’s your "why"? Why did you start this business? What drives you? When people understand your journey and values, they feel more connected to you.
3. Elevate Customer Experience
Every touchpoint matters—your website, social media, customer service. Make sure every interaction is positive, personal, and memorable.
4. Empower Your Team
Your employees are your brand. Give them the tools and freedom to connect with customers in a meaningful way. A happy, engaged team creates happy, loyal customers.
5. Give Back
People love supporting businesses that care. Get involved in your community, support causes that align with your values, and show customers you’re about more than just profit.
6. Be Social (for Real)
Social media isn’t just for broadcasting—it’s for connecting. Engage in conversations, respond to comments, and make your audience feel heard. The more human you are, the more people will gravitate toward you.
Building relationships takes effort, but the payoff is huge. Customers who feel connected to you will stick around, forgive mistakes, and become your biggest cheerleaders. They’ll recommend you to friends, defend your brand, and keep coming back.
At the end of the day, people don’t just buy products—they buy people. Stop focusing solely on selling and start focusing on connecting. That’s where the real magic happens.
People aren't buying your products or services anymore, they're buying you.
About a year ago, a good friend and fellow networker of mine posted on his Facebook page: "If you own a business, your personal page is also your business page." Those words live rent-free in my head.Granted, I've been saying for years - since before COVID became a thing, that people buy people, not products. Heck, if you've been to our office, you'll see it written on the chalk wall in the conference room.
Let’s be real—these days, having a great product or service isn’t enough. The game has changed. Customers aren’t just buying what you sell; they’re buying who you are. They want to know the people behind the brand, the story, the values, and what you stand for.
Think about it. Have you ever chosen a more expensive option just because you liked the salesperson, resonated with a brand’s mission, or felt a personal connection? We all have. In a world overflowing with choices, the human element is what sets businesses apart.
Why Connection Matters
People buy from those they like, trust, and relate to. It’s not just about what you offer—it’s about how you make them feel. Today’s consumers, especially younger generations, are paying close attention to the ethics, authenticity, and social impact of the businesses they support. They want real relationships, not just transactions.So how do you create those connections? Here’s how:
1. Be Transparent
Let people see the real you. Share the highs and the lows—customers appreciate honesty. Authenticity builds trust, and trust builds loyalty.
2. Share Your Story
What’s your "why"? Why did you start this business? What drives you? When people understand your journey and values, they feel more connected to you.
3. Elevate Customer Experience
Every touchpoint matters—your website, social media, customer service. Make sure every interaction is positive, personal, and memorable.
4. Empower Your Team
Your employees are your brand. Give them the tools and freedom to connect with customers in a meaningful way. A happy, engaged team creates happy, loyal customers.
5. Give Back
People love supporting businesses that care. Get involved in your community, support causes that align with your values, and show customers you’re about more than just profit.
6. Be Social (for Real)
Social media isn’t just for broadcasting—it’s for connecting. Engage in conversations, respond to comments, and make your audience feel heard. The more human you are, the more people will gravitate toward you.
The Payoff: Loyal Customers & Brand Advocates
Building relationships takes effort, but the payoff is huge. Customers who feel connected to you will stick around, forgive mistakes, and become your biggest cheerleaders. They’ll recommend you to friends, defend your brand, and keep coming back.At the end of the day, people don’t just buy products—they buy people. Stop focusing solely on selling and start focusing on connecting. That’s where the real magic happens.