The reason why my family and I went to El Paso TX for vacations and not to one of those all-inclusive hotels or lost island resorts, were I could enjoy all the “all you can’s” while swimming with the dolphins was a simple one… because we have really good friends in El Paso, but more importantly because we have strong relationships there.

You see, in life as well as in business the majority of your clients buy from you because you have established a relationship with them. They know your product and services are good, but more important they know you or at least one of your employees.

Nobody sells anything to anyone that it is not based on or at least portrays some type of relationship. Not even a hamburger. Ronald McDonald has been developing an “artificial relationship” with our kids and with us for sometime now. Don’t take my word for it click here and read his message.

But in our world, real relationships like the ones you maintain with your clients, fostered with care, golf, lunches and your personality, are type of relationship that keeps them coming back for more of what you do best.

As you know relationships are like flowers they take time to grow and blossom (if the example sound corny, please let me know). Good relationships with clients require nurturing and dedication.

But that is by far, your best marketing strategy, no matter how much you spent in advertising when it comes to the wire, that big deal didn’t happen because of your clever advertising. That deal came through someone you know, someone you have a relationship with.

Every major deal that I closed when I worked for Oracle Corp. wasn’t because of our ad campaigns. It happened because I had a strong relationship with my clients and decision makers.

But the key to making relationships work, grow and blossom is dedication…it requires on going dedication. But sooner or later they flourish.

3 simple ideas to keep you dedicated and your relationships blooming.

	Be scheduled and systematic with everyone. Develop a system for staying in contact with your clients be it, email, telephone, hand written notes or face to face. Study each relationship to determine their potential to purchase and spent more time with those that have the highest possibility of contributing to your business. Remember the 80/20 rule, 80% of your business comes from 20% of your clients (somebody smart said that.)
	Be consistent with the image your company portrays to your clients and prospects at all interaction points. Make sure that your website, marketing collateral, renewal notices, invoices and emails present a consistent, clear, friendly and inviting face to everyone who comes in touch with your business.
	Let your eNewsletter help you. Make sure that you consistently and systematically stick your newsletter schedule. Many of you start your newsletter off great but after a couple of months begin to forget about publishing it, you know how you are.... I know its not an easy task, but if you compare it’s results to all your other marketing and business growing efforts, you’ll see that your newsletter is among the top five most cost-effective, results driven, sales tools in your marketing arsenal.

Bottom line, relationship building is your best marketing strategy. Relationships take time to grow and bloom but so does everyone else’s. Spend more time and effort taking care of your friends and less time looking for new ones and before you realize it you may be vacationing in El Paso and selling more than expected.

See you next month.

Marcos, "The Newsletter Guy"

P.S. Don't forget to vote for next moths article, In Emi's "Its Your Call" section.