How do you know what to do when you're scared of making a mistake? Do you pick from one of the many options available or just keep going with the thing you've always done, because it's safe...?

This was one topic of conversation with my old colleague Tim, when we worked in the same office last year. I say one topic because there were many but this one still makes me smile...we called it the 'Chow Mein Theory of Marketing'.

The analogy is this: you're going for a chinese carryout meal and you're going to your favourite restaurant, naturally, coz you wouldn't dare try something new! When you get there they have that big menu board on the wall, filled with yummy sounding meals that you've always wanted to try. You take your time, imagining all the different taste combinations, and then, when it's time to order, you completely wimp out and order chicken chow mein (or whatever your 'usual' is ) - because that's what you've always done and you're scared to do something different in case you're disappointed.

What would have made it different though is if you had a friend beside you; someone that you really like and believe if they were to say, "go on, try the 'mighty bang bang pork surprise' instead - it's great, plenty of it, and you really won't regret it. Trust me!" So, of course, because of that trust you do change your behaviour and try something different and, more often than not, find that it was a good idea after all. Because you see, trust removes fear and without fear, anything is possible.

That's what relationship marketing is all about; it's the process of getting to know your customers so that they trust you and believe what you tell them. It takes time and it takes effort and it requires honesty, but it will lead to more, better, happier, loyal customers. 

I know that many of the readers of this site are in the US and that you guys are already big believers in relationship marketing and CRM but it's still something new, untried and untrusted here in Belfast, Northern Ireland. But this is where I've got to live so this is the point of trust that I've got to build. Help me if you can by sharing this article or linking to this site or by adding a comment below. I'd love to hear from you.

Anyone want to go for some chinese food..?