Fundamentals of Relationship Marketing

Marketing is a broad term that encompasses a range of activities to promote products, services, brands and ideas. I believe that relationship marketing is a key to success for every type of business and marketing endeavor.

To find success you must make meaningful connections with your target audience – you must create, build, and deepen relationships.

You must win the confidence of your clients. You have to know how to talk to them and give them the positive impression makes them feel more connected to you than the competition.

There are three important components to relationship marketing.

Focus Beyond One Sale

Relationship marketing looks beyond one-and-done sales. The goal is to create a connection that leads to ongoing give and take with customers and key audience. Customer value is defined in a way that is more faceted than sales volume.


Relationship marketing is responsive. Questions are invited and are answered. Person-to-person connections are made as brand representatives both reach out and respond to customers. Calls are answered, emails get a personal response, comments are acknowledged.

People choose to do business with people, not companies. So, building rapport with them is essential for creating long-term business relationships and better brand trust.

Honest, Plain Language

In order to build loyal customers, you must establish relationships based on trust and confidence. This takes intentional effort that is based on being honest and straightforward. Make the investment and reap benefits far beyond a one-time sale.

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