Michael and Brenda Sanchez share a common belief – relationships are the building blocks of business. As such, the co-authors of Life’s Real Currency: Build Your Business on Relationships (A Foundation for Success) have made the building and nurturing of relationships their business.
The pair agrees that while the relationship marketing or selling approach has been with us a long time, it’s gaining traction anew. That said, the focus of many still remains on marketing and selling only, with lesser regard for the building of relationships that will enhance their marketing and selling success.
“Businesses spend large sums of money on newspaper print ads, flyers, newsletters, billboards, and television and radio spots or commercials trying to attract new customers with very little Return On Investment (ROI),” says Michael and Brenda.
“Mass marketing has its place but it’s not the end all and be all of an effective marketing strategy. This approach concentrates solely on attracting a potential customer you have no relationship with.”
Michael and Brenda point out that according to research and advisory group Gartner, 80 percent of profit comes from just 20 percent of existing customers.
“This shows most businesses have their focus in the wrong place. Businesses are better off spending their time and money on creating an effective way to retain their current customers with whom they have established relationships. The revenue sources that businesses are seeking are most likely sitting right under their noses already, waiting to be nurtured and cultivated.”
They add that while ROI is generally accepted as an acronym for Return On Investment, they see ROI as an acronym for Relationships Optimize Income. They stress that establishing and maintaining genuine relationships has been, and always will be, crucial to the success of any business. When customers believe they are valued, that creates loyalty on their part as well as an eager willingness to refer others to your business, which inevitably bring additional customers.
As successful business owners, they have studied the importance of understanding how relationships play a key role in the success of an individual’s personal and professional life. The result is they are very passionate about mentoring others on how to implement and practice the fundamentals, principles, philosophies and strategies that will create an environment that fosters success in a competitive marketplace.
To learn more about Michael and Brenda and their work, visit their website at https://lifesrealcurrency.com. In addition, you can connect with them on Facebook at and LinkedIn at or email email@example.com.
We applaud Michael and Brenda’s WINNING strategies!
BCB highly admire this inspiring couple!