Chapter 3: The Four Principles of Customer Relationships That Pay

Marketing Plan Podcast_WEB BANNERWhy transaction hunting doesn’t work

In Chapter 3 of The Marketing Plan Podcast we will consider the main character of the story the customer.  Looking at most business models, we can see that the customer is a target. Something to be captured. Customers are often considered transactions to be acquired, trophies to be won. This is the essence of transaction hunting, but I think that’s running the wrong way.

The goal is an emotional bond between your brand and the customer, this transcends product and service. When you establish this bond, sales happen. And while the key to sustainability and growth is sales, creating a relationship does not come from sales tactics. I believe they arrive through four, simple relationship principles.

Principle 1: Understanding

Principle 2: Empathize with Action

Principle 3: Give Unconditionally

Principle 4: Safety

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Jay Ehret
Dean of Marketing Know-How
The Marketing Spot


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