Relationship Marketing

Marketing relationships is in tune with the times. Wikipedia, the free, on-line encyclopedia describes it as

A form of marketing developed from direct response marketing campaigns conducted in the 1970's and 1980's which emphasizes customer retention and satisfaction, rather than a dominant focus on 'point of sale' transactions. Relationship marketing differs from other forms of marketing in that it recognizes the long term value to the firm of keeping customers, as opposed to direct or "Intrusion" marketing, which focuses upon acquisition of new clients by targeting majority demographics based upon prospective client lists.

That says it all. If you're interested in this, read the whole Wikipedia article and follow its links. Also google it because there's a lot of stuff out there.

Todd Duncan, in Killing the Sale; The 10 Fatal Mistakes Salespeople Make and How to Avoid Them (Nashville, TN: Thomas Nelson Publishers, 2004), a book I highly recommend, lists "Skimming" as mistake #9 out of ten. To Duncan, skimming is "focusing on surface profitability instead of client satisfaction." (p. 159) He rightly points out that salespeople focus all their attention on developing leads, converting them into prospects, then making presentation and closing sales. Then they forget all about them and go on to the next lead.

We were just talking about this at a party Sunday night. My client, who had put on this surprise party for his wife, paid me an amazing compliment when he said "You put a lot more effort into developing relationships than most realtors." I loved to hear that.

What do you think? I'd like to know. Am I voice crying in the wilderness here? Post a comment.

Entrepreneurship informs all my professional activities. For entrepreneurial real estate, go to www.yourstopforrealestate.com and for entrepreneurial writing, go to www.kearneymusicschoolmurders.blogspot.com.