A prospect is someone who is not now our customer. How can we
show appreciation to someone to whom we have never sold anything?
When we first meet someone new, we should send them a note
to thank them for the contact and let them know that we want to meet with them
and get to know them better. Then, we should follow up with them and meet for a
chat to establish a relationship. They should remember us when we contact them;
they are not a cold call; they are someone who recognizes us when we call them
to meet.
Then we meet them, do
not try to sell to them, exchange information, and start establishing a
networking relationship. After the meeting we should send them a thank you note
for the meeting and information, reassure them that we value the relationship,
and indicate that we will be glad to exchange any referrals that may come
forth.
This is the important aspect of dealing with prospects,
treating them with respect and courtesy. We follow up with them each step of
the way and establish the relationship in a non-threatening manner. Then we
follow up some more, referring any prospects that we can to them, and thanking
them for any referrals that they send to us. Help them get whatever they need.
Referrals from prospects are more valuable than those from
customers. If a prospect provides us with lots of referrals, it means that the
prospect trusts us. People who trust us should eventually do business with us. If
we legally can do so, depending on your industry, we should reward anyone who
gives us a referral, but at the very least thank them, in private and in
public, for their referral.
Why do we thank them? It shows appreciation for their trust
in us. Why do it in private? Our referring party needs the pat on the head. Why
do it in public? It shows everyone else what a professional partner the
referring party is and what a professional we are to gain the trust of the
referring party. This appreciation process applies equally to referrals from
customers.
Once at a networking meeting, I said that I would not
pressure anyone at the meeting to be my customer. I said that I wanted their
referrals; I wanted all their family members, their neighbors, their banker,
their grocer, their mechanic, their co-workers, everybody in their lives. The
intent was that if they referred all those people to me, they would trust me
enough to do business with me themselves. I eventually obtained orders from
almost the entire group. Why? I gained their trust, I showed my appreciation
for their referrals, and I did what I said that I would do, provide the best
customer service that was possible.
Gratitude Marketing is an important basis for our
business dealings. While it may not always gain us a customer, it will help us gain,
and retain, a relationship with our prospects, the same prospects who should be
a source of valuable referrals. Use Gratitude Marketing to foster a relationship
with everyone that we meet. We never know who will be a source of business for us.
Please leave your comments, or email at
Jim@JimTeasley.com, or call at 360-314-869, so we can
discuss them. I will honor any questions or comments as I honor those from my
networking partners.
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