Clift, Vicki. Smart Marketing Column (The Tribune, San Luis Obispo, CA, 18 Jul 2003) reprinted by the American Marketing Association News
Vicki provides some great tips on keeping in touch with clients between interactions, however, too often people think tactics can produce friendships. In a business to business relationship friendships only exist to the extent they provide for the wants of a customer. Yes, you can create personal relationships, but for business to be successful commerce must transact.
If you apply Vicki's tactics without sincerity, you are apt to fail. Relationship skills should be implemented with sincerity and a natural interest to be of value to the other party. This means, don't do something just for your personal gain or it will backfire on you and your business.
Also see: How to Build Friendships in Business, Lessons for Building Friendships in Business for Great Customer Service, Using Strategic Relations to Build Stronger Business Relations