This sounds really silly at first glance

This sounds really silly at first glance, but if you compared the relationships most companies have with their clients to the relationships of everyday life that don't involve money, it's hard not to cringe.

Seriously, think about it. Most companies don't communicate with their clients for months on end, then, when the company really needs to "boost the Nike Blazer Shoes, bottom-line" they send out some bogus direct mail piece that essentially says, "Hey, how are ya? Why don't you come see us so you can spend some money?" Is that the way you like to be treated?

Well, it's certainly not the way we like to be treated, and this foul treatment can be avoided altogether if you just take a few simple steps.

1. Try to reach out to your customers, at minimum, on a monthly basis.

Whether it's a newsletter, a phone call or any other means of communication, keep the lines of communication open with your clients.

2. Don't just call or write when you have a self-serving agenda.

We all have that one friend that only calls when he needs to borrow the sugar or needs a favor. Don't be the business that your clients feel the Nike Cortez,same way about. Only communicating when it benefits you is not the way to build trust. Continue to reach out to them even when you don't have something to sell, remember, we're trying to build a relationship here.