The evolution from transaction marketing to relationship marketing in recent years has resulted in research indicating the need for more rigorous databases and greater utilization of current computerized tracking systems. Relationship selling has been examined and the results stress long‐term perspectives to the dyadic exchange process to enhance sales results. Considering the role of trust and culture in the relationship marketing process would indicate the need to pursue future research into a deeper understanding of the customer. Seeking knowledge of a customer’s personal feelings concerning their comfort level with various communication approaches could enhance the reception of messages crafted for them. The discipline needs to move beyond the numbers to a more abstract analysis of the customer as an individual with specific feelings toward various marketing approaches.