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Relationship Marketing — Focus On What Matters

Relationship Marketing —  Focus On What Matters

Photo by Paul Swee

Today I got a sad email. You might be able to relate to this. A dear friend of mine, I’ll call him “Bob,” was lamenting the troubles he was encountering lately. His website wasn’t functioning as it should, his family members were having medical problems and he had just lost a large piece of business. The entire email went on about how bad things were for Bob and what is happening with Bob.

I feel for Bob and people like him. You might know someone like him. We feel for people in dire straits and want to do what we can to help. Yet, I think there might be a deeper, underlying problem. Times like these force us to be more resolute and business-like in our attitudes.

This is where Relationship Marketing provides great strength. I’ve said in these columns and in my book that Relationship Marketing is more than just a smile and a nice handshake. It’s about meeting the needs of others in a practical way.

A lot of people are experiencing tough times today. That is understandable with the economy where it is. And when government officials are trying to “borrow their way out of debt” it makes the future look increasingly bleak and scary.

Yet, how do you face it individually and as a small business? Those who embraced what I call a “wish and hope” strategy are failing fast. My friend Bob, has long embraced this strategy. He would believe that somehow by hoping for the best and saying positive affirmations he would be just fine. Hard work? Bob would say, “No need for that when you know the secret is to just believe in yourself and think positive.”

Somehow in really hard times that vacuous philosophy doesn’t pay the bills. It takes serious, hard work and diligence to make it. Tough economic times just bring to light what was buried under the surface for a long time.

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