Relationship marketing teaches that "appreciation wins over self promotion." What does this mean? It means that people don't care how much you know until they know how much you care. If it sounds a little sappy, it is, but it is the key to building your business by relationship. We all know that people want to do business with those that they like and trust, we have been taught this by the greatest sales trainers in the world. How do we get people to like and trust us? By showing appreciation. A simple thank you goes a long way in gaining the trust and respect of someone you are doing business with. Did you know the top two reasons why someone stops doing business with you? The first is that they felt you took their business for granted - you didn't show them any appreciation. The second is that they forgot about you! We all work so hard to get a new customer, that we sometimes forget the most important part of the business transaction is to now develop the relationship with that customer. How often do you get a thank you card, or a thinking of you card from someone you did business with? I don't know about you, but when I go to my mailbox, it is a rare occasion to find a personal card. In fact, 97% of the mail we receive is junk mail, only 3% is personal! When I speak in front of groups, I always ask, "when was the last time you received a card from someone you did business with, it wasn't your birthday, it wasn't a holiday or special occasion, and it didn't have a business card or logo on the inside?" Rarely do I see anyone raise their hand.



Relationship marketing teaches you to stay in touch with the people that you've done business with, and show appreciation and gratitude on a daily basis. Too much of the mail, email, and newsletters that we receive are self promoting. Personally, I don't care about how great someones product or service is, I only want to know how it can benefit me - and I want to know that my business will not be taken for granted.

If you are looking to implement relationship marketing in your current business, here are some tips.

1) Start sending one unexpected card every day to either a prospect or a customer. An unexpected card is a REAL card (not e-cards) that shows appreciation or gratitude to that person. There will be no logo or business card, and no mention of business. A simple "thinking of you" card does just fine. Do this every day and watch what happens.

2) When you start sending anything to your customers and clients - ask yourself, "what would I do with this piece of mail if I received it?" If you would keep it, then go ahead and send it! If you would toss it, I would reconsider sending it!!

3) Be genuine and sincere in what you send to people. Truly care about their business and the relationship, and you will have a customer for life.

The people who implement and use the relationship marketing principles will see their business grow, their advertising budget shrink, and their retention of customers soar. Remember, people don't care how much you know, until they know how much you care. Little things make a big difference!

Adam Packard