In our calls with multiple HR tech end-users in 2025, Nick Biron and I repeatedly came across a similar theme: when vendors appear similar on paper, service and genuine human relationships often become the real differentiators.
This ties into a video Nick recently shared with me that touches on the concept of creating ‘moments that matter’ in sales and customer service. It’s those moments where a vendor goes just a little bit further than they need to to make you feel special or like your specific needs are being heard. According to the presenter, a 10% improvement across seven such moments can “double” revenue with that customer. I’m not sure the math is that simple, but anecdotally, it tracks with what we hear in HR tech.
No matter how strong the product is, if people rub customers the wrong way, that bad taste lingers. Often, it drives them to another vendor. In some cases, a single team member has soured a customer on an entire company.
A key component that the presenter speaks on is the concept of “STFU” (if you don’t know what it means, the internet will be happy to provide you with an answer). However, it ultimately comes down to saying a quick intro spiel/pitch, asking a pain point question, and then just stopping and listening. Relationships aren’t built by racing through a slide deck. They’re built when at least half the conversation is listening.