FROM TOTAL QUALITY MANAGEMENT TO CUSTOMER CARE When the buyer moves on does the relationship end? Relationship marketing plays a significant role in modern sales management. Companies have realized the benefits of practicing a relational approach to selling rather than a transactional one. Many markets are volatile or have long product life-cycles that make the practice of relationship selling challenges. This far-sighted quotation from 1954 came from Peter Drucker. There is only one valid definition of business: to create customers….