First Give, Then Receive
The Power of "Value in Advance" Marketing

We've all walked into a store only to be rushed by a salesperson who acts like he hasn't seen a customer all day. Overeager (and possibly desperate) he pushes to make the sale. And the more he pushes, the more you want to flee.

How do you avoid having to "push" to make the sale? Here are 10 quick tips anyone can use.

1. Reach out to the world

Whether you're a manufacturer, service provider, or run a retail establishment, you can never go wrong by increasing your sphere of prospects. Join business associations, serve on committees, help out in the community. The more people you know, the more people to whom you can make that sale.

2. Know what you do for a living

Be able to tell people not what you do for a living, but how your customers benefit.

3. Make new friends

People do business with people they know and like.

4. Stay in touch

It takes a long time to make old friends.

5. Don’t eliminate friends as sources of business or referrals

Remember: People do business with people they know and like.

6. Get things out in the open

When dealing with friends -- or "new friends" -- be brave: Disclose your interest in possibly doing business one day.

7. Give Value in Advance

Ask yourself: “What can I do that will position me positively in the eyes of this particular prospect?" In other words: "How can I start serving my clients before they're my clients?"

8. When giving value in advance, make it unique

Ask yourself: “What can I do to prove that I'm different and better than the rest?"

9. Offer guidance and safety

Guide, advise, and keep your prospects from making costly mistakes.

10. Don’t beg

When you ask for business without demonstrating your value in advance, what you’re doing is begging -- something clearly to be avoided. Instead, continue to make new friends... give value in advance... and prove how you're different and better than the rest. Accomplish that and getting new business is easy!


Joel Saltzman is a speaker, facilitator, and consultant who teaches people in business to Shake That Brain! - for winning solutions AND lots of fun. Look for his latest book, Shake That Brain!, to be published by Wiley 2/06. Joel can be reached in San Diego at (619) 543-9432 e-mail:
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