First, Relationship Centered Business, then RCM

In the beginning there was relationship centered business.

It was a blisteringly cold afternoon, accented by gray skys and a light but continuous snowfall from the previous night’s blizzard.  In a small clearing next to a dense wood, two animal-skin clad Neanderthals sat together in front of a crackling fire pit.  One opened a large pouch to show his wares; several pounds of salt.  Rather than the usual nod of approval from the other, he was greeted with a frown of rejection.  After a spirited exchange with much arm waving and grunting, the “salt man” gradually began to understand that his services were no longer needed.  A member of the other’s tribe was now doing salt collection.

“Relationship centered business…nearly impossible to overcome.”  

It was the ice age, and even then, relationship centered business was not only prevalent, it was powerful and nearly impossible to overcome.  While his salt was as good but no better than the “salt man’s,” the tribe member-collector’s “new business” was assured solely by his relationship with the tribe.

RCM: the most effective, least expensive way to relationship centered business. 

Ever since man has bartered goods and services, there has been relationship centered business.  And, because of it, relationship centered marketing exists to enhance it.  While RCM might not be as effective with a buyer who has a family member or close friend selling the same (or a competitive) product or service as you, that scenario is highly unlikely.  The vast majority of your buyers don’t have a “tribe member” you’ll have to compete with, so you can effectively employ your own RCM to personally communicate your friendship and the value you place on their friendship, systematically “bumping-up” and bettering all of your existing and potential customer relationships.