What “Relationship Centered Marketing” (RCM) means.
Of the Webster’s dictionary definitions of “relationship,” the most relevant in terms of defining relationship centered marketing is “a state of affairs existing between those having relations or dealings.” As to “centered,” it is “to give a central focus or basis.” While definitions of “marketing” are numerous and in many instances confusing, Geoffrey James, Sales Source columnist for Inc.com aptly defines marketing in his highly informative “Is Marketing Truly Necessary?” post as “…specific activities that make it measurably easier for selling to take place.”
RCM is for those who know you and/or your products and/or services.
Thus, “Relationship Centered Marketing,” is giving the “central focus” or emphasis on the “state of affairs between those having dealings” to make selling easier in a way that can be evaluated, with the product and/or service message delivered peripherally. Because “those having dealings” indicates past or current relations, RCM is singularly effective in maintaining and developing business with those who know you and/or the products/services you represent. “Those” being, but not limited to, family, friends, existing customers, clients, patrons or patients, referrals, known prospects and members of the networks (e.g., clubs, groups, church, etc.) to which you may belong.
“The high road to better profits.”
Defining RCM as “The high road to better profits” emphasizes its benevolence as a marketing tool. It easily qualifies as a “high road” because when relationship centered marketing’s principles are understood and its message is created and delivered incorporating those principles, its upside is multifaceted. “Better profits” translates to improvements in every aspect of the business transaction.
