All posts
Blog post

Relationship Capital: What it is and why it matters

Relationship capital is πŸ’° the value created through building and maintaining relationships with people over time. It is a critical factor in the success of any business or salesperson, as it enables them to establish trust, gain access to valuable resources, and ultimately achieve their goals. 

The power of relationship capital lies in the fact that people do business with people they know, like, and trust. When you have established a strong relationship with someone, they are more likely to refer you to others, provide valuable information, and offer support when needed. This can lead to increased sales, improved business opportunities, and a competitive market edge. πŸ’ͺ

So, how do you obtain relationship capital? One of the most effective ways is by following the law of reciprocity. This law states that when someone does something for you, you feel a natural obligation to do something for them. By leveraging this principle in your business relationships, you can build trust and goodwill with your customers and prospects, leading to significant long-term benefits. 🀝


"Relationships are the backbone of any successful business, and the key to building strong relationships is simple: be genuine, be generous, and be present."

Porter Gale

"Relationships matter. In a world where it's increasingly easy to start a company, relationships are one of the few sustainable advantages you can build. They take time, effort, and care, but in the end, they're worth it."

Mark Suster


Here are some tips for using the law of reciprocity to build relationship capital: 

1. Be generous 🎁: Offer others your time, resources, and expertise without expecting anything in return. When you help others succeed, they will be more likely to reciprocate. 

2. Listen and learn 🧐: Take the time to understand your customers' needs and challenges and offer thoughtful solutions and advice. Demonstrating that you care about their success will build a deeper level of trust and respect. 

3. Follow up πŸ”: After you have made a sale or provided a service, follow up with your customers to ensure they are satisfied and address any issues that may arise. This shows that you value their business and are committed to their success. 

4. Personalize your interactions πŸ€—: Take the time to get to know your customers personally and show genuine interest in their lives and interests. This can help you build stronger connections and a more loyal customer base. 

By following these tips, you can build a strong foundation of relationship capital to help you achieve your business goals and stand out from your competitors. However, it's important to remember that relationship-building is an ongoing process that requires time, effort, and commitment. It's not something that can be achieved overnight but rather a long-term investment that will pay off in the years to come. πŸ’ΌπŸ’°

Get the most out of your network

CoSell is a platform for B2B founders and sales reps to unlock the power of relationship capital and introductions. Get started for free.


In addition to following the law of reciprocity, there are other strategies you can use to build relationship capital in your business. For example, you can: 

1. Attend industry events 🌟: Networking events, conferences, and trade shows are great opportunities to meet new people and build connections in your industry. 

2. Engage on social media πŸ“±: Social media platforms like LinkedIn and Twitter are great tools for building relationships with customers and prospects. Share valuable content, participate in discussions, and engage with your followers to build a solid online presence. 

3. Collaborate with others πŸ‘₯: Partnering with other businesses or industry experts can help you expand your network and access new opportunities. 

4. Provide exceptional customer service 😊: Respond promptly to customer inquiries and complaints, and go above and beyond to ensure their satisfaction. This can help you build a loyal customer base that will refer you to others and provide valuable feedback. 

Building relationship capital requires a mindset of generosity, empathy, and long-term thinking. Investing in your relationships with others can create a powerful network of supporters and advocates who will help you achieve your business goals and overcome challenges. 🌟



Posted May 5, 2023