Relationship Marketing: Good Business Advice

It is almost impossible to achieve significant business success without building meaningful and mutually beneficial relationships! In fact, I believe that relationship marketing is the single most effective marketing strategy known to man. One of the best pieces of business advice I ever received was to cultivate good relationships. As a business coach I want to pass this nugget of wisdom on to you. As I work with my clients I encourage them to focus on the important relationships in their lives. Family, friends, supporters, and mentors; they are all significant contributors to our success. In business, we must also focus on our best customers, our best referral sources, and our best prospects. These are the people who value our services and enable us to pay the bills! There is probably no better resource to help professionals learn and build meaningful relationships than the timeless Dale Carnegie, How to Win Friends and Influence People. Dale Carnegie continues to inspire and educate with simple and practical relationship and business advice. The first principle that Carnegie teaches is this:  Don't criticize, condemn, or complain. It is human nature to want to elevate ones-self. The quickest and simplest way to do that is to criticize others. We often do it without realizing that we are doing it. To criticize others accomplishes nothing good for you, your hearer, or the one being criticized. It does not contribute to your business success. In fact, I find that most people do not want to hear you criticizing others, even your competition.  You will build better relationships and increase your influence by keeping the conversation positive. If you can't say something positive, don't say anything at all! Unfortunately, it is also a human tendency to judge and condemn. Every person has their own internal moral barometer. We evaluate constantly, making judgments about what we think is right and wrong. While this is a necessary part of our decision-making process, it is important to remember that everyone has talents, gifts, and qualities of goodness. It is far more productive to focus on the positive attributes and the goodness in others than to practice condemnation. Finally, many of us are prone to complain. We complain about the weather, the economy, our customers, our spouses, etc. Complaining is actually a mechanism for avoiding responsibility. When we complain we are in essence making someone or something outside of ourselves responsible for our current situation. People who build positive and powerful relationships TAKE responsibility for their current reality. While they know that they cannot effect the weather, they also know that they control their attitude and their behaviors despite the weather. They know that their results are typically not the result of the weather, but of their mindset and choices. In order to build the kind of relationships that help us grow our businesses (and improve our lives) we must follow this basic Dale Carnegie business advice:  Don't criticize, condemn, or complain! As a business coach serving Katy TX, Sugar Land, Fort Bend, and the Houston area, I have the privilege of working with wonderful business leaders. They know that their marketing success and business success rises and falls on relationships. Let's make quality relationships the focus of our marketing and our lives.

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4 Responses to “Relationship Marketing: Good Business Advice”

  1. This is a great blog article offering true value! We all know that to be successful you must build and maintain relationships but sometimes forget the basics of how to do this successfully. By being positive you impact the individuals you come in contact with. We wrote a blog article about offering value and staying positive. You can read it at

    Along the same lines of Don’t criticize, condemn, or complain is my wives favorite saying which is: Try not to judge others as every individual is fighting their own battle. We choose to stay positive and instill these values in our children. Since we have such a large family she has her own blog that is alot of fun to read.

    “How to Win Friends and Influence People”, written by Dale Carnegie and “You Gotta Get In The Game” written by Billy Cox both have a ton of small reminders and valuable information to keep you moving in the right direction to become a powerful leader in life. I appreciate your insight and you taking the time to share what you learn with others. Thank You

  2. Ingar Grev says:

    Don’t criticize, condemn, or complain: great advice for any business leader as well. This is probably one of the key lessons we learned at the Naval Academy — never complain to your crew about anything. This was lampooned a little by Tom Hanks’ character in “Saving Private Ryan.” There’s a scene where one of his men asks him what he complains about. Tom Hanks says, complaints go up, never down. You complain to me, I complain to my boss, etc. When he gets chided into pretending that one of his men is actually his boss, Hanks doesn’t take the bait — he makes his “complaint” a praise about the mission.

  3. Glen, well stated. Excellent human relation reminders. “How to Win Friends and Influence People”, written by Dale Carnegie, is one of my all-time favorite and most impactful books. It truly helped me to improve my life, marketing and business. It helped me to focus on what is truly important…RELATIONSHIPS. After all, good business is about building relationships, solving problems, providing value, and making a sufficient profit for yourself. Without relationships, you as a business owner have NOTHING. Good business starts with and revolves around building and maintaining RELATIONSHIPS. We conduct business for people and through people…as such, we all need good reminders to improve our people skills. Thanks for the good business advice.

  4. John Stahl says:

    Glen, great article. When I ask my clients where the majority of their new business comes from they say referrals. We all want solid referrals. I find it interesting however that many businesses practice “lazy marketing” . Taking the time to systematically build relationships with existing customers and prospects takes time and effort ( and surprising doesn’t cost as much as traditional advertising ). It costs very little to pick up the phone and make calls or attend events where your customers or prospects might be found.