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By Harry Breckwith,
Author of Selling the Invisible
• Reminders when meeting with people
• How to cultivate relationship • Loyalty-key to success • Rules to choose our clie • Rules of business manners • Principles in planning • Tips for a presentation • Tips for advertisement • Why people succeed Key reminders when meeting with people for the 1st time • Pronounce people’s name accurately, especially President or other key people, otherwise struggle to build receptivity • Clients feel about the service the way they feel about the speaker • Perception that competencies always win, not always true How to cultivate relationship? • Always have a warmly welcome, in person and over the phone • Honesty is the best tactic, even if it hurts • To inspire trust(foundation of great relationship), admit a weakness • Eye contact builds trust • Sell ourselves first • No hard sell;we can’t hurry love! Decision takes time
• We must get known, brand name will warm our sales calls, we’re selling invisible, focus put on relationship and added value • The more often we meet, the more we should be appreciated • We must distinguish ourselves quickly; people prefer specialists to generalists, assumed experience understood
• Reiterate to our clients that they are important to us • People feel loyal to people, not to a company • Follow up with clients (inquire if everything ok-anything we could do to help) Loyalty-key to consistent success • Loyalty comes from personal sacrifices, serve them • Identify our top 20 % key clients-specify what to do special so they could feel important and do it • Handwritten notes work magic, within 5 days • Keep our clients’ secrets • Do what we say, specially if put in writing, because we become what we do 4 rules to choose our clients • Trust our instinct • Bad clients produce loss • If prospect only interested in price, we’ll never be happy and always be vulnerable • Never say bad things about old clients, praise them Remember: who gossips to you will gossip about you!
9 rules of business manners • Always 1.5 second before our client has finished talking • Listen with your entire body • Be positive • Speak well of others (business people do not like this hostility) • Memorize names • Never try to impress (efforts to show-it would diminish us)
• Never make a conversation public • Praise but never flatter (never praise yourself-be humble) • Be kind by going out of our way, sacrifice & reciprocity mean we care
How to draw our blue print? • Forget benchmarking • What would love people? Keep asking the question and how should we be able to eliminate our weakness(es) • The value of a plan is not the plan but the planning Principles of planning • Forget the future-people will pay for what they love • Stop listening, as people do not always say what they are thinking (better to observe, trust only movement, learn to observe) • Celebrate foolishness-think dumb! • Resist authority (focus on the path-question authority structure) • View experts skeptically (not always right that past experience applies to current position)
• Beware of science • Mistrust experience • Mistrust confidence • Avoid perfection
• Be aware of common sense • Find the water • Find the warning (in marketing, nothing is guaranteed) • Embrace impatience (dynamic people require dynamic environment; keep stretching & pushing) • Set a high goal that is inspiring
• Find out about what people love and address it • Understand the business by reading literature (internet is a tool) • Earn people’s trust with good product & service (become more personal than less) • Keep it simple (people are overloaded with options; more data=more confusion) Tips for a presentation • Agenda and biography of speaker at attendees’s spot before starting the presentation • Speak visually with positive images, easier to remember • Make every word count(reduce noise of preposition, adjectives and adverbs) • Rehearse on the first seconds that make or break it • Dress professionally (little bit better than audience but pretentious clothing puts people off) • It is not what we say but what people hear! • Our actions are our message • Demonstrate respect for the audience & their time (be brief) • People want it quick, short and fast=get faster fast
• Visual to catch the eye-do not load slides • People don’t believe in what marketers say;they believe in what they decide for themselves • Testimonials are powerful when sincere and passionate
• Be clear in laying our expertise • The word YOU is more intimate & get people’s attention • In a presentation, we sell a feeling-avoid negative
Tips for advertisement • Advertise first • Do not advertise where everyone is • Website to be smart, quick and clear • What do our labels communicate • Best advertisement is from mouth to ear Why do people succeed? • They are positive • They invest in their education • They believe in their capabilities and commit themselves • They have heart and passion;success comes from our soul
Our lives grow in proportion to PASSION
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