In the world of e-commerce outreach, relationship-building should always be your primary goal. Sure, you may be looking to close deals or secure new clients, but creating long-term relationships with decision-makers in e-commerce businesses will yield far more sustainable results in the future.

In this article, we’ll dive into how to build meaningful connections with e-commerce decision-makers, and why taking a more relational approach to outreach is critical for success.

1. Focus on Providing Value Before Asking for Anything

One of the biggest mistakes people make when reaching out to e-commerce decision-makers is jumping straight into the sales pitch. Decision-makers are inundated with offers every day, and they’ve become experts at filtering out pitches that don’t offer immediate value.

The Fix:

• Start with value, not a pitch:
  Instead of leading with your product or service, try offering something valuable right off the bat. This could be in the form of a relevant industry report, a helpful tip, or even a free consultation. Offering free value demonstrates that you’re genuinely interested in helping the other person, rather than just making a sale.
• Tailor your value:
  Don’t just send generic information. Research their business, their needs, and their challenges. This way, the value you’re offering will be directly relevant to them. A personal touch can make all the difference in whether or not a decision-maker responds positively.

2. Make Your Outreach Personal

When reaching out to an e-commerce manager or founder, a generic, cold message will most likely be ignored. Building a real relationship requires a personalized approach.

The Fix:

• Do your research:
  Take time to research the individual you’re reaching out to. What are their goals? What challenges are they facing? You can find these answers by reviewing their company website, social media profiles, or even interviews they may have given. Use this information to personalize your outreach.
• Address them by name:
  It sounds simple, but many people still use generic greetings like “Dear Sir/Madam” or “To whom it may concern.” Always address the person you’re contacting by their name to make the conversation feel more human.

3. Listen More Than You Talk

Successful relationship-building is about listening as much as it is about talking. E-commerce decision-makers have a lot on their plates, and if you don’t take the time to understand their pain points, goals, and needs, your outreach is likely to fall flat.

The Fix:

• Ask questions and listen:
  Instead of diving straight into selling, start the conversation by asking open-ended questions that invite them to share their challenges or goals. For example:
  “What’s the biggest challenge you’re facing with your e-commerce store right now?”
  Listening to their response will help you understand their needs and build a stronger connection.
• Offer solutions based on their needs:
  Once you’ve listened to their challenges, propose a solution that fits their specific needs. If you can show that you understand their situation, you’ll earn their respect and trust—two essential components of a long-term business relationship.

4. Engage with Them Over Multiple Touchpoints

Building a relationship takes more than one email. If you only reach out once, your chances of making a meaningful connection are slim. Instead, engage with e-commerce decision-makers across multiple touchpoints to build a relationship over time.

The Fix:

• Use a multi-channel approach:
  Don’t limit your outreach to just email. Consider reaching out via social media (LinkedIn, Twitter, Instagram), or even phone calls. By using multiple communication channels, you increase the likelihood of catching their attention and starting a conversation.
• Be patient and consistent:
  Relationships take time. Don’t give up after one or two attempts. Follow up strategically, and over time, as you build a rapport, your conversations will become more genuine, and the chances of securing a deal will improve.

5. Follow Up Thoughtfully

Many people think that once they’ve sent an email, the ball is in the recipient’s court. However, effective relationship-building requires consistent follow-up. The key is to follow up in a way that adds value and doesn’t come off as pushy.

The Fix:

• Provide additional value in follow-ups:
  In your follow-up emails, offer something new—a relevant case study, another resource, or a follow-up question. Always aim to continue the conversation and avoid sounding like a sales robot.
  For example:
  “I wanted to follow up on my last email. I came across a study on how e-commerce businesses like yours can increase conversion rates by 15%. I thought it might interest you.”
• Be patient, but persistent:
  If you don’t get a response right away, don’t be discouraged. Follow up after a reasonable period (e.g., 5–7 days) and try to engage them again with valuable information. Persistence, when done thoughtfully, can show your commitment and enthusiasm.

6. Add a Personal Touch to Every Interaction

The little details matter. Taking the time to personalize each interaction shows that you genuinely care about building a relationship. Whether it’s remembering something they’ve mentioned in a previous email or referencing something you saw on their LinkedIn profile, a personal touch can go a long way.

The Fix:

• Use their name, mention a shared interest:
  If you notice something about their company or a shared interest (e.g., a hobby, a recent achievement), mention it in your outreach. This shows that you see them as more than just a business opportunity and are truly interested in them as a person.

Conclusion: Building Relationships for Long-Term Success

In the fast-paced world of e-commerce outreach, the most successful partnerships are those built on mutual trust and value. Instead of focusing solely on the sale, take the time to build relationships with e-commerce decision-makers. This approach will lead to more meaningful conversations, stronger business connections, and ultimately, greater success.