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Relationship marketing is building a relationship with the customer. In this type of relationship the seller monitors the customers needs in an attempt to encourage repeat sales. This type of marketing is often seen with larger items especially where further parts of editions will be required in the future. The purpose of relationship marketing is to establish and maintain relationships with the customer. By doing this customers will keep coming back to them the seller or sales representative will need to be proactive in activities such as making regular phone calls and personal visits, making recommendations, following up, showing appreciation of the business, assisting with problem solving suggestions, accepting responsibility and talking about and planning the future of the relationship. Benefits of using relationship marketing is that it is more personal so there for customers will keep coming back.