The Santa Barbara Web Design and Marketing Blog

In the world of modern business—whether you’re in web development, consulting, coaching, or any client-serving field—the well-worn adage “people first, money second” isn’t just sentimental advice. It's a transformative philosophy that can fundamentally change your business, your reputation, and ultimately, your long-term success. This approach demands a shift in mindset: forsaking short-term transactional thinking to focus on building genuine relationships, developing authority, and earning trust. When you put people first, you don't only elevate others—you elevate yourself and your business in meaningful ways.

The Foundations of Trust: Know, Like, Trust

At the heart of every successful business relationship is an undeniable sequence: people must know you, like you, and trust you before they even consider buying from you.

- Know: Before any relationship can begin, your prospects need to become aware of you and what you offer.

- Like: Once there’s awareness, human nature takes over—your personality, your communication style, your values, and your consistency all come into play. People want to work with those they genuinely like.

- Trust: Finally, trust is the bedrock upon which transactions happen. In a digital age full of options, scams, and empty promises, trust is a rare commodity and your most valuable asset.

If you try to shortcut this process—by pushing for a close too early, or by making every interaction a pitch for your services—you’re unlikely to establish any meaningful connection, and your chances of closing a sale plummet.

Relational Equity: The Currency of Modern Business

“Relational equity” might sound like a consultant’s buzzword, but it carries real weight. It describes the value that exists in the goodwill, positive regard, and mutual benefit shared between you and your clients. Imagine your relationships as a bank account: every time you provide value, solve a problem, or go the extra mile, you make a deposit. Every time you break a promise, push too hard for a sale, or fail to deliver, you make a withdrawal. Like any account, if you make too many withdrawals without any deposits, you’re headed for bankruptcy.

But here’s the incredibly powerful flip side: with enough relational equity, clients will go out of their way to do business with you. They’ll refer others, they’ll stick with you during tough times, and sometimes they’ll even overlook a mistake or two—because they perceive a bigger picture of reliability, expertise, and service.

Authority: Becoming the Go-To Resource

Building authority isn’t a matter of boasting or self-promotion—it’s about providing insight, sharing expertise, and solving problems that matter to your audience. You don’t need to be the loudest in the room, just the most helpful and consistent. Every time you post an educational video, share an insightful article, or offer strategic advice, you’re building your reputation as a knowledgeable, dependable resource.

Authority is about positioning. When you are recognized as “the expert” in your field, not only do clients come to you, but they are also more willing to pay premium rates, wait for your availability, and follow your recommendations. Authority doesn’t happen overnight, but it grows through a consistent pattern of helpfulness and reliability.

Giving Value First: The Secret Sauce

One of the fastest ways to build authority and relational equity simultaneously is by focusing on delivering value—up front and without expectation.

- Offer advice without charging for every second.

- Publish helpful tips on your blog, social media, or YouTube channel.

- Host free webinars or Q&A sessions.

- Create downloadable guides or checklists tailored to your audience’s needs.

- Respond thoughtfully to questions in forums and groups.

When you provide value freely, you plant seeds that yield massive returns down the road. The secret: most competitors won’t do this, because they're too focused on what they can extract immediately. When you distinguish yourself by giving first, you become memorable and trusted—the person people think of when they’re ready to buy.

The Experience Economy: Why Expectation Matters

Today’s consumers are savvy and have access to endless options. This makes their experience with YOUR brand or business, before they ever make a purchase, more crucial than ever.

Ask yourself:

- Are you easy to reach?

- Are your materials genuinely helpful, or simply thinly-veiled sales pitches?

- Do you follow up thoughtfully after an initial consultation or sales conversation?

- Do you treat prospects and customers with respect, regardless of immediate profitability?

These daily touchpoints shape how people feel about you. And in turn, those feelings shape buying decisions.

The Problem with “Money First”

It’s unfortunately all too common to encounter businesses—online and offline—whose philosophy is simply “money first.” This manifests as pushy, overly aggressive sales tactics; lackluster service once a transaction is made; and little regard for the long-term relationship with the customer. The outcome?

- One-off sales instead of recurring business or referrals.

- High refund and chargeback rates.

- Negative online reviews.

- General lack of enthusiasm from clients and prospects.

In short: putting money first may provide a short-term high, but it erodes long-term sustainability and reputation.

The Rewards of a People-First Approach

Conversely, businesses that prioritize people enjoy a host of benefits:

- Increased word-of-mouth referrals: Satisfied customers become brand ambassadors.

- Higher client retention: Clients stick around longer when they feel valued and understood.

- Premium positioning: As your authority grows, so does your ability to command premium prices.

- More enjoyable work: Building actual relationships with clients is more rewarding and enjoyable on a human level.

- Lasting resilience: When markets shift or competitors emerge, strong relationships provide a stable foundation.

Action Steps: Building Strong, People-First Relationships

Let’s move from theory to practice. Here are actionable steps you can take TODAY to fuel your business with a people-first mindset:

1. Audit Your Touchpoints

Review every point at which prospects and customers interact with you:

- Website copy: Is it informative and value-driven or just a sales pitch?

- Email communication: Are your email sequences overly aggressive or truly helpful?

- Social media: Do you engage with followers, answer questions, and provide value?

- Post-sale follow-up: Do you check in after delivering your service or product, or do you simply move on?

Identify weak points and brainstorm ways to inject more care, value, and humanity.

2. Craft an Onboarding Experience

First impressions matter. Design an onboarding process for new clients or customers that exceeds expectations:

- Welcome videos or emails

- Personalized outreach

- Clear next steps and timelines

- Helpful resources or FAQs

This not only calms anxieties but kicks the relationship off on the right foot.

3. Stay in Touch Consistently

Don’t disappear after a sale—or after someone joins your email list. Develop a system for keeping in touch, whether it’s a monthly newsletter, regular check-ins via email, or engaging social media updates.

4. Listen More Than You Talk

Sales and support conversations shouldn’t just be about delivering your pitch or solving your immediate problem. Practice active listening. Ask questions about their business, goals, and challenges. Often, you’ll uncover unmet needs or opportunities to provide additional value.

5. Own Your Mistakes

No one is perfect. If something goes wrong, own up to it immediately. Admit mistakes, fix them as quickly as possible, and follow up with the client afterward. This not only salvages the relationship but often makes it stronger—people remember how you handled the tough moments.

6. Educate, Don’t Just Sell

The fastest way to build both trust and authority is through education. Teach your prospects and clients how to get more out of your service, or demystify aspects of your work. In web development, that might look like tutorials on maintaining a site, improving accessibility, or optimizing for search engines. For marketing consultants, perhaps it’s a free social media checklist or a mini-course on personal branding.

7. Surprise and Delight

Small, unexpected gestures—a handwritten thank-you note, a quick check-in call, access to a helpful resource—can have an outsized impact on how people feel about doing business with you.

Setting Up for Long-Term Success

Adopting a people-first mindset isn’t just about being nice. It’s a strategic business decision that influences everything:

- Your brand perception

- Client loyalty and retention rates

- Word-of-mouth marketing

- Your ability to command higher fees

- Your professional fulfillment

This mindset will naturally flow into every aspect of your marketing—from your social media posts to your web copy, your email campaigns, and your in-person interactions. Over time, your community will start to see you not just as another service provider, but as a trusted partner.

Case Study: From Transactional to Transformational

Let’s consider a typical scenario in the web and marketing field:

The Transactional Consultant:

Jim builds websites. A client comes in, he asks about the project, delivers a proposal, and as soon as the project is complete, sends the invoice and moves on. Checkboxes get ticked, but little connection is formed. Six months later, the client can barely remember Jim’s name—and certainly isn’t passing along referrals.

The People-First Pro:

Susan, on the other hand, sits down with the client to learn about their goals and challenges, educates them on the process, offers suggestions beyond the initial brief, and follows up after launch to ensure everything is working well. She sends a post-project email outlining ways to keep the site maintained and offers a free tipsheet for getting more traffic. Months later, she checks in to see if their business needs have changed. The client feels supported, understood, and valued. Guess who gets referred?

Conclusion: Your Marketing Minute, Every Day

While this might sound like a lot of work, the beauty of putting people first is that every small step compounds—each interaction, each touchpoint, each email—building cumulative momentum. Word spreads, trust grows, and you start to attract the kind of clients you want: loyal, appreciative, and invested.

If you remember one thing from this marketing minute, let it be this: People first, money second. Put relationships ahead of transactions, value ahead of price, and service ahead of self-interest. Do this consistently, and you’ll not only find the money takes care of itself—you’ll build a business and a career that stands the test of time.

Thanks for reading. Now, take one people-first action today—and watch how it transforms your business tomorrow.