Relationships develop over time. One common belief is that building relationships costs time and money but does not increase sales, profits or returns. If you keep that person a customer until their next purchase, it may only cost you 34 cents to bring them back. It's much more cost effective and profitable to keep customers than try to attract new ones. See Cathy Finney's article on asking for customer referrals in this issue.
Good relationships build value, which builds customer loyalty and profits.
Your promotional plan should reinforce customer relationships with your store and your employees. This advertising solidifies your presence in the community, contributes to the perception of quality and attracts the new specific-need buyer. Relationship perceptions about your store and staff keep customers coming back. When you have developed a relationship, you can send multiple directed letters talking about the whole house. Make customers and prospects feel special.