Ironically, relations management principles evolved with customers of large companies, focused on products that attempt to imitate the personal relationships small business owners have with their customers. 

Large organizations such principles sharply focus on the customer and management practices to an art well, use them to fuel rapid growth and increased profits. Need to restore your iPhone or iPads Contacts? Then you need a contact management system. 

It is time to put these principles into the CRM full circle, so that your small business can benefit.

1. Identify

It is extremely difficult to maintain a relationship with someone you can not identify. You must be able to "know" each of your customers across all your contact points. 

You have to collect all your customers details (as far as legally allowed) and as many contact details as possible – including their preferred method of contact. 

If yours is a business entity with business, you must identify both business details, leadership details and your main contact. Collating this information allows two important things to happen.

2. Differentiate

Customers can be differentiated in two ways.

1.They have a different value for you

2. They have different needs and behaviors

It also allows you to tailor your marketing efforts on the specific needs of this client, desires, characteristics, behaviors and buying aspirations. The result of this process is the identification of customer segments that provides the basis for treatment of various segments based on distinctive behaviors and needs of this particular group.