If you aren’t familiar with the concept of relationship capital let me start with a brief definition. I think of relationship capital as the “interest” you accrue when you prove your credibility, reliability, and authenticity to other people. When you
Peter F. Drucker once opined that, The purpose of business is to create and keep a customer. Acquiring (creating) a customer is difficult because the sales and marketing organizations must align company capabilities with customer needs. If alignment occurs, a
Benjamin Franklin once wrote that “the bitterness of poor quality remains long after the sweetness of low price is forgotten.” I love this quotation because it serves as a reminder that price is just one part of a customer’s experience.
How can companies increase prices without upsetting customers? I was pondering this question out of necessity recently because Time Warner Cable increased the price for my internet service. I was not pleased with this development but it provided an opportunity