Getting To Know Your Customer

Relationship Marketing

Getting To Know Your Customer

Relationship marketing is putting the "CUSTOM" back in customer. This seems to be a radical idea in most marketing circles these days. The focus appears to be on attracting customers rather than training and supporting them so you keep them. This is also called offensive marketing. Things are beginning to change slowly, but not fast enough and if you want to keep your customers, then check it out and implement it. It will make you money.

Relationship marketing evolved from direct response marketing in the 1960’s, emerging in the 80’s to become a system that emphasizes the building of long term (relationship) customers rather than on single transactions. This marketing philosophy, called your customers "life cycle" offers a range of products/services, as people actually need them.

Why would focusing on your existing people be more profitable? If you’re constantly spending money and resources to land new team members, your profitability suffers. You aren’t building a loyal base of people who stay with you time and time again. Called "churn", these people won’t come back to you. Another term for attempting to keep people and increase their loyalty is also called "defensive marketing". Those who have already opened their wallets are the key to continued profitability and long-term residual income.