Think about a positive relationship in your life. What makes it positive? Likely there’s a foundation of trust and respect that has been built over time. When you trust and respect a person, you value and believe what he or she tells you. The person doesn’t have to overtly convince you of his or her worth in your life — it’s been demonstrated through consistent action and communication as the relationship has grown.

The same foundation applies to solid company-client relationships in the B2B world. The 21^st century consumer can’t be convinced of a company’s worth with slick ads and jargon-laden sales pitches. That type of self-promotional hype can send potential clients scrambling for an alternative. You might as well hand them your competitor’s business card!

As explained by Forbes contributor Paula Williams in her article The Highly Evolved B.S. Meter of the 21st Century Consumer: “It’s gotten to the point where it’s very difficult to convey even essential, valuable information because it’s hard to make people believe anything these days, even if it’s (gasp) true! Companies that haven’t invested in building trust with their prospective customers have trouble even giving away free samples or consultations.”

Consumers chose companies with which they have a relationship. And relationships don’t just happen — they evolve. So how can you help your company’s prospect and customer relationships evolve in the right direction? Here are some simple ways to get started:

• Tone down the “sales” language in product and service claims. Even if the claims are true, the tone in which they are presented can turn off a prospect or customer before you ever have a chance to prove it.
• Be human in your correspondence. Relationships are more about people than brand names or corporations. Be sure to show a human element in your communication. Humans have struggles and make mistakes. If your company faces a challenge or a setback, don’t hide from it. Share it with consumers and explain what you’re doing to overcome it. That honestly can go a long way to building trust with your audience.

• Avoid industry jargon. Fancy industry-specific words and acronyms won’t impress your customers: They will confuse them. Use straightforward language that enhances rather than muddles the clarity of your message.

• Keep in touch. Consistent communication is critical to building any relationship. Use myriad communication tools to reach out to customers: an email newsletter, social media, eFliers, videoconferencing and telephone. A strategic, well-rounded media mix will help avoid overkill of a single medium.

• Be patient. Remember, relationships take time. Don’t assume that two or three well-crafted messages to your customer base instantly translate to a close relationship.

SmallBizTrends.com author Diane Helbig says, “If you want to destroy your reputation quickly, then by all means, assume closeness. If, on the other hand, you want to grow your business, don’t make assumptions. Rather, grow those relationships first.”

• Follow up. Don’t make your communication a one-sided conversation. Follow up with customers by routinely asking questions, getting their feedback and listening to what they have to say — the good and the bad. Allowing customers to engage with you is a huge step in earning their trust and respect.

Ready to build your business in 2012? Then follow advice from Helbig: “Do yourself and your business a favor and take the time to build relationships with the people you meet … Those people you’ve built relationships with will be the best promoters of you and your business.”