The definition of the concept of relationship marketing is introduced. The novelty and features of our definition are concluded in relationship marketing vision as a scientific and practical marketing paradigm; the importance of separation of clients out "golden", "silver" and "bronze"; in the designation a particular group of stakeholders with whom it is important to build a privileged relationship - the state; in the emphasis on the satisfaction of not only a wide range of needs and requirements, but also desires, whims and caprices of customers and other stakeholders, to meeting the needs of not only stakeholders but also society. The hypothesis of a possible emergency transformation of relationship marketing into the concept of "spiritual marketing", the essence of which will be in the presence of harmonious relations between the bodies, minds and souls of the companies and stakeholders is put forward. A method of creating a psychological portrait of the client consisting of five stages is designed: a simple customer segmentation; sophisticated customer segmentation; making the information obtained in the customer database; demonstration of desired behaviors in the process of personal sales; summarizing and writing a report on the work done. Given technique allows improving the subjective well-being of customers and promotes the growth of the main indicators characterizing the effectiveness of personal sales. The basis of methodology was: the theory of temperament, Socionics theory, the theory of the types of perception of the world and the theory of archetypes. It is proposed twelve groups of recommendations to work with clients having a variety of archetypes.