How to Win Clients and Influence Referrals

(MoneyWatch) What's the difference between a customer and a client? A customer might be there for a transaction, but a client is there for a special relationship. The term dates back to ancient Rome when citizens would attach themselves to an aristocratic patron for protection and clout. Patrons took care of their clients and they were rewarded for it.

This column is for all of you out there who make your living selling to clients and want to attract more of them. To attract new clients, the best approach is to prove your expertise by giving away valuable information through writing and speaking. Actually, that isn't technically true. You should sell the information if you want to win clients and influence referrals. Here's how.

1. Follow Dale's lead. Unfortunately, many sales and marketing people who learn this truth find the idea of writing and speaking too daunting and even mysterious. Most feel this is only for a select few, but that is a miscalculated view. First comes the problem, then comes research, and finally presentation. Dale Carnegie is the role model to emulate. He wrote the original self-improvement book and was the first superstar of the self-help genre.

2. Do your homework. Carnegie wrote that he had searched for years to discover a practical, working handbook on human relations. He started by reading every scholarly book and magazine article he could find to ascertain how the great men and women of all ages had dealt with people. Then he interviewed scores of successful people to discover the techniques they used in human relations.

3. Speak up. From all that material, he prepared a short talk. He called it "How to Win Friends and Influence People" and it soon became a 90-minute lecture. Then the teacher learned from the students. Carnegie asked attendees to share their stories of how the principles helped them. First, he put the rules down on a postcard, which grew into a leaflet, then a series of booklets, each one expanding in size and scope. After 15 years of experiment and research came the book by the same title in 1937 as that original short talk. Of course, it has been a best seller ever since (if you haven't read it, you really should). The first edition had a print run of a mere 5,000, but the last time I checked it had sold more than 15 million copies.

4. Be the expert. During those 15 years of research, Dale Carnegie became the go-to guy for human relations. Thousands attended his training each year and he prospered. This also resulted in many consulting contracts. He is long gone, but his training company has continued to this day.
5. Make them pay. Those who sell high end services can fill a pipeline with qualified prospects in as little as 30 days by offering advice to prospects on how to overcome their most pressing problems. But don't do it for free. Charge for your seminars and the information will be valued more by your potential clients. The burden is also on you to research great information.

This strategy also helps those people who know, like and trust you enough to refer business to you. You can make these people a special deal: if they know someone who would value what you have to say, then your referral source can offer comp admission to your events on a space-available basis. Look what this does. You make the referral source feel special because they can hook people up. The prospects who attend still value the information more because there is a charge for it, and they feel even better because they didn't have to pay.

Happy Selling

Stephanie Fletcher

This article was written by Tom Searcy, and you can read more at http://www.cbsnews.com/8301-505183_162-57415800-10391735/how-to-win-clients-and-influence-referrals/

Can a lack of communication be the difference between life and death?

I was shocked about the news this week regarding the Costa Concordia crashing into rocks off Giglio Porto and subsequently sinking. This has resulted in the death of at least 11 people with another 24 still missing. A sad loss of life’s that simply should have been avoided.

In the aftermath, Captain Francesco Schettino has been arrested on suspicion of multiple manslaughter with some reports suggested that he was amongst the first to leave the ship after the crash.

As some of this is unsubstantiated at this moment in time I will refrain from passing my own judgment on the man.

However, recently video footage has been released in which a female crew member is urging passengers to return to their cabins. Passengers were also told that the problem was electrical and confined to the ships generator. Apparently, the footage comes from the period after the ship hit the reef. In another audio tape aired yesterday a crew member is heard describing the situation to a port authority official as a blackout.

Wherever the truth lies regarding what actually happened in the time before and after the crash, I can clearly tell that there was a distinct lack of communication from the crew to the passengers as well as to the port officials.

I work for an organisation that appreciates the importance of communication, whether that is internal to your peers and bosses or external to other stakeholders and clients. We have spent the best part of a century coaching and training people in this area, who are looking to gain credibility, increase team member engagement or simply to develop their own careers.

I love the work I do, so much so that I about to undergo my training to become a trainer / coach for the company and so will be dedicating my life to improving the communication skills (amongst other key soft skill areas) of individuals, teams and companies in the years to come.

I understand that in the current tough economic climate a lack of communication has a massive impact on the ability of an organisation to thrive or survive.

However, after reflecting on the aforementioned events it really saddens me to think that many innocent lives were snatched away under these circumstances.

My thoughts are with everyone that lost their life, the people still missing and all their respective friends and family.

A lack of communication can really be the difference between life and death.

Amar Garcha

Dale Carnegie & Jeffrey Gitomer form partnership to deliver world leading sales training

Exciting news!!!!! At this years Annual Dale Carnegie Convention in San Diego it's been announced that the leading Author Jeffrey Gittomer and Dale Carnegie Training have formed a partnership to develop some of the worlds leading sales training collateral and the first step will be to launch a new programme in 2012 titled Jump Start Your Sales Success that will be followed later in 2012 with an advanced sales training and a cutting edge sales management programme.

Learn more about our new partner here.

In a world now dominated by social media where it is infinitely easier to find out information about products and services over the internet and even evaluate the sales person coming to meet you on facebook, linked in and google. Buyers are more informed than at any time in history therefore to differentiate ourselves in this competitive information heavy market we need to recognise as Gitomer says 'People hate to be sold to but love to buy' These new programmes will help you to get onto your clients agenda and sell more than ever.

Watch this space for further updates on this exciting new sales curriculum.

David Anderson
Managing Director

You're Fired!

At least one contestant on The Apprentice hears these words each week as over 7 million of us view in to watch the challenges and triumphs they endure.

Last week the teams were split into boys verses girls and were given a list of ten items, a budget and a day to hunt them all down for the best price.

Those of us who love watching human behaviour will have noticed that the boys more or less hit the streets straight away with their Project Managers words of ‘offer them at least 70% less than what they want’ ringing in their ears, whilst the girls sat down with the telephone directories and located the majority of the items before hitting the streets some two hours later.

The outcome was that the boys managed to buy 7/10 items and the girls located and bought all 10. However, even with the hefty fines the boys were given for not getting everything on the list, they still won! Why? Because they negotiated better and some may say harder than the girls!

Negotiation is the most important part of the sales role and can be the hardest, and here are four tips to help you with that process:

There should be three stages of every negotiation.
Learning the other person’s goals and establishing what you want will direct the flow of the discussion. Gather information on the other person and his or her needs by doing your homework. The goal should be to reach a compromise. And both parties should leave the negotiation satisfied.

Work with, not against, others in determining neutrally beneficial solutions.
Try to create a win-win situation. Your customer should feel good about the transaction and you should walk away happy about your sale. Never attempt an offer too quickly; you don’t want to think you could have done better twenty minutes later, nor would you want to leave anything out.

Finalize all agreements.
Don’t depend on working out all the details later. Time pressures cause us to be vulnerable to compromise and human errors as well as the customer backing out later claiming certain points were not discussed. Offer to write up the agreement, if possible. There are always small points that are unclear. When you write the agreement, you define those points.

Follow through.
Do what you said you would do and do it when you said you would do it. Make sure the customer follows through on their end of the agreement.

If you would like further tips then why not come along to our free Sales Advantage session on 6th January. A perfect time to kick start your New Year.

Helen Mills
Financial Controller
http://www.london.dalecarnegie.com/