The Relationship Strategy

Brands are built on relationships. People love to do business with people they like. Relationships puts a face and personality on any business situation. A particular friend of mine who is in the insurance industry, pays particular attention to introducing his wife to his business contacts during organized social gatherings. Having his wife involved allows the client (if they're a man) to bring along their wives and interact with his wife. Both enjoy this connection.

It has on several occasions, made him the client favorite among his partners. This favorable attention was particularly beneficial in negotiations with the client.

Sometimes relationships turn into long term friendships. Many of my best friends started out as clients. Now we are considered close family friends. Life is funny sometimes. One thing that must be maintained when entertaining is to keep business with business and personal, personal. This will guarantee a mutual respect. Business should be a pleasure for all.