We can be blinded by the busyness of operating a business. But I recently read a book with 101 Relational Marketing Principles that contain actionable ideas. Here are five that stood out to me.

1) “Make it easy.”

You might say, “Of course.” But is your process truly easy for others? Have you knocked down the barriers? Are the twists and turns that might frustrate your customers eliminated? Is it confusing with too many choices? You know how to navigate to get to the answers, but could it be made easier for others to find you and to understand you?

2) “First impressions count. Look at your signage, car park, website, staff uniforms, truck wraps, floors and windows. Listen to the way staff greet customers.”

Customers form their first impressions immediately, and it’s nearly impossible to change what they have already decided. You will most likely not even get the opportunity to change their minds.

3) “Advertising is like exercising. Muscles soften without consistent exercise. Memories fade without consistent advertising.“

It’s a wonderful feeling to increase the weight you pump. Repetition builds strength and resilience. If you are getting results now, don’t slow down. Consistency is key. Customers have short memories. They are quick to be attracted to the next new thing if you are silent. It takes time for them to think of you first and feel the best about you. Don’t become a faded memory.

4) “Feel good… Your role as a business owner is to make people feel good. Customers. Staff. Suppliers. Share a smile. Be courteous. Praise good behavior. I believe if you care about staff, suppliers & customers, they’ll care about you.”

This sounds simple but it’s powerful and always profitable. It builds positive momentum. Staff will treat your customers in the same manner they are treated. Learning a person’s name that you deal with daily is important. Having an interest in them makes life more interesting, and creates a better understanding and appreciation. We can learn things from every single person in our lives if we are willing to listen.

5) “Embrace bad reviews as opportunities to make your business better.”

This is the dose of tonic that doesn’t taste very good, but having the right attitude can make a huge difference. Bad reviews give you the ability to see your business from outside of the bottle. As business owner, you are stuck inside the bottle and see a much different view than your customer. A bad review is the time to dig into what is really the problem. It won’t be obvious at first but with persistent research, the underlying problem or problems will surface. Be willing to look at creative solutions. Being willing to listen is key.

More of these powerful relational marketing principles can be found in the book: How to Win the Hearts, Money & Loyalty of Profitable Customers by Craig Arthur.

Craig’s final reminder in his book is to “Work Smart. Have Fun. Be Kind.”

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