In challenging economic times, customer relationship building is especially important. It’s not about giving customers what you want them to have, but about giving them what they want. If your business model was developed in a boom market, you may need to rethink your strategy as it relates to customer relationship management, asserts L. Drew Gerber, CEO of Blue Kangaroo and creator of PitchRate.com. “Think about your buyer and their needs,” he says. “The question you should be asking yourself is: How can I do a better job letting my customers have it their way? With all the choices available today, this personal touch is [critical].” Here are some relationship marketing tips to consider:

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• Reconnect with old customers. Find out how you can make a difference in their lives. Great ideas come from understanding the problems people in your network are facing. Offering solutions is the shortest road to success.

• Ask not what your customers can do for you, ask what you can do for your customers. Never underestimate the power of asking, “How are we doing? What are some areas you see where we can improve?” You might be surprised at the answers.

• Be creative. Let your personality shine through. Solutions and ideas that are fun and interesting are more likely to pique your customers’ interest.

• Go above and beyond. It’s those little extras that don’t cost much, but have the potential to make all the difference. Take a few extra minutes to shine.

• Shut up and listen. Being a good listener helps you ask the right questions and get to the heart of the matter. Often, your customers have insights and answers to your most pressing problems.

• Acknowledgment. Make sure your customers know that you’re hearing them. Point out solutions or successes that have come directly from customer feedback and personal interactions.

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