We experience it all the time, yet, we rarely even think about what’s going on. The grocer who knows your name, the gas station attendant who is always friendly, the insurance salesperson who really cares about your family — all of these people — and we know their type; they’re naturals at the profitable business of relationships. We continue spending money with them and so do countless others for the same reason. Familiarity, friendliness, and financial rewards all follow.
But, how costly is it to build and keep a relationship? More importantly, how costly is it not to build the relationship? You’re about to find out.