Relationship Marketing Must Be Sincere To Succeed
Many sappy clichés are associated with relationship such as "appreciation wins over self promotion" and "people don't care how much you know until
they know how much you care". Well, my advice is not to get involved in the relationship marketing aspect of marketing if you are not prepared to be
sincere about it. You want people to like and trust you, yes, but then you must be absolutely sure that you can be liked and trusted. There is a simple
way to get people to like and trust you and that is to show appreciation – genuine appreciation. When you say thank you, you had better mean it. If you
don't mean it, rather don't say anything at all.
You might think I am being melodramatic or too extreme when I say you should be sincere but it is a known fact that one of the two top facts that
people stop using the services and products of a business are as follows: in the first place they feel their business was taken for granted. In other
words, the sincerity had gone out of the business relationship. Let's face it, everyone says "thank you" to their clients on the conclusion of a
transaction. It's when the evidence of gratitude is not present, i.e. the sincerity that things fall apart.
The second reason people stop doing business with other people is that they forget about them! After trying one's utmost to win a new customer once
we have them we tend to neglect them. It's human nature. Yet it takes so little to write a personal card to someone – reflecting sincere sentiments. Ask
anyone when last they received a card from someone they did business with (not a birthday, holiday or special occasion) and it wasn't a business card
or branded logo? The chances are no one ever has.
Relationship marketing means staying in touch with the people that you've done business with and showing sincere appreciation and gratitude on a
daily basis. This does not mean sending out self-promoting mailings, email and newsletters. People don't care how great one or other product or