I’ve been donating to a charity since 2005. The only time the charity calls me is to ask for money. 

So when the phone rings and I discover it’s the charity, I immediately feel negative and defensive, which makes me reluctant to give more money. That’s bad marketing. 

If the charity was smarter, it would call me every six months to thank me for my donation, explain how my donation was helping save lives – and not ask for money. 

That way, I would look forward to the charity’s calls – and then, when it did need more money, and called me to ask for it, I would be more open to donating. 

You need to apply this lesson to your business. If the only times you contact your customers are to ask for money, it won’t be long before they resent you.