May 27, 2012

Appreciation Marketing – The Client Who You Never Met

Do you have a client who you never met?  How is that possible?  How could you have a client who you never met, never discussed their needs, never spoke to about your product or service, or never knew existed?  How can anyone decide to do business with anyone who they never met, never listened to their sales pitch, or never decided that they trusted them?

We have stated in the past that people do business with, and refer business to, people that they know, like, and trust.  So, how do you gain a client who you have never met, who doesn’t know you, who doesn’t know if they like you, or who doesn’t know if they trust you?  Remember the second portion of that mantra, and refer business to.  If people know you, like you, and trust you, then you should have established networking relationships with them.  They have become your networking partners.

Networking partners, what does that mean?  Maybe you haven’t been listening for the past 80+ weeks; maybe you are new to reading this weekly blog.  Perhaps you do not understand, or believe in, building relationships with those who you meet in the course of your business.  Your networking partners are those other business people who may not be your clients but are your partners in networking.  They will believe that they have a vested interested in building mutual success for both of you.

Mutual success means success for both of you, both partners, without hesitation or qualification.  Therefore, you will do what you should do, what you need to do, for your networking partners.  I always say that your networking partners will give you advice before you ask for it.  In other words, they will try to help you before you know that you need help, when they see you doing something that you shouldn’t do.

Your networking partners will be aware when they meet someone who should know about your business or need your product or service, who can benefit from knowing you and from networking with you.  Your clients should become your networking partners, and they should know that being your networking partner is above and beyond being your client.  Your clients put money into your bottom line; your networking partners put clients into your business.  Turn those clients into networking partners, and you will have more of each.

Your networking partners are your unpaid marketing advocates.  They bring you new clients through referrals, telling others about you, your product or service, and how great it is to know you and do business with you.  From your networking partners, you may gain new clients that you never meet until they are ready to become your clients.  Just think, no cold call, no research, and no marketing pitch; just meet the client, don’t mess up, and sign them up for your business.  Then, thank your networking partner and give back as soon as you can do so.

So, how do you thank these people who add clients to your bottom line?  Thank them for their confidence in you, their belief that they know that their referral will be treated with all the grace and professionalism that you treat everyone, including them.  Make sure that they know how much you appreciate them, their referrals, and their faith in you.  Make sure that they know that they are as special as they really are.

Please leave me your comments, and let me know your experiences with referrals, or email me at, or call me at 360-314-8691.  Appreciating your networking partners is one of the main aspects of Appreciation Marketing.

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