Some schools of thought point out that the relationship between businesses and their customers are adversarial. Businessmen want to maximize their profit while consumers want to minimize their savings. With this mentality, most businesses tend to create advertisements that seek to con or manipulate their consumers instead of empowering or befriending them.

•Business is a two-way street

It doesn’t have to be that way. You and your customers have common goals and your relationship helps you work towards that interest. The customer wants products and services that he believes can improve his life and are willing to pay for them. You on the other hand are willing to do them the service of providing these products in exchange of profit. It’s a mutually beneficial relationship.

•Modern Marketing

As the markets expand and the relationships become more and more impersonal, businessmen got it into their heads to think of customers as statistics instead of people. They put up posters, commercials, and wide scale media that focus on response rates and the bottom line. And as they continue to push and shove people into making the sale, the faster consumers learned to dock and dodge.

•Reinventing Personal Service in Niche Markets

Nowadays, when you want to be treated like a unique individual, you have to pay a larger price. Businesses advertise one-to-one service, customized products, or courteous sales personnel as if these are goods as well that are intended to be peddled. You will be treated like a VIP provided you pay like a VIP. Although people patronize these services for a while, they will leave as soon as the competition gives a better offer.

•The dynamics of small business

The advantage of small businesses on the other hand is that they can still afford to foster human relationships with their customers. They can engage them in a conversation, and often establish common ground even. When it comes to business relationship, their customers come to them to review a product or for advice, and the businessman can count on the customer for a steady income.

•Choose your strategy

What kind of relationship do you really want to establish with your customers? Do you really want to continue on an adversarial approach? Expanding your market base and looking for new customers may sound exciting, but maintaining a customer is far cheaper and more profitable. Keeping loyal customers long-term is pays better and is more fulfilling.

•What should your postcard say?

Printing companies offer free postcard design, it can be printed and mailed to your customer’s doors inexpensively, but it makes you look like the big companies or the VIP only service. When you want a real human connection, design your own postcard in a meaningful way. Use your handwriting to scribble down short notes that offers a discount or sends a reminder. It’s a surefire way to build loyalty.