Today I was watching a video of marketing legend Jay Abraham on a private membership site.  He strongly favored the term “client.”  Here’s why.

It goes back to the definition of each word.

If you go to the Merriam Webster dictionary, “customer” is defined as:

• one that purchases a commodity or service.

Okay, accurate enough.

“Client” however, is defined as:

• one who is under the protection of another.
• a person who engages the professional advice or services of another <a lawyer’s clients>

So while both words are synonyms, that aspect of “protection” really caught Mr. Abraham’s attention.  He asserts that as product or service providers, our goal should be not merely to sell someone a product or service.

Rather, our goal should be to protect - to take care of - the people who rely on us.  It goes beyond making the sale.

It means becoming a trusted advisor, someone who can be counted on to educate, to inform, to tell other people which product or service is truly most appropriate and even being willing to forgo the sale if we honestly don’t have the right solution to someone’s problem.

Treating people like clients instead of like customers pays off in loyalty and trust - which translates into repeat business and referrals, not to mention the benefit of doing business with people who’ve become friends, not just names on an invoice.

So… goodbye, customers!  Hello, clients!

Pretty moving, wasn’t it?

So - why was it worth mentioning on a BUSINESS blog, especially now that you’re crying and your nose is red and your mascara is running?

It’s just this. As soon as that video ended, you probably thought of someone in your personal life who really really needs to hear from you. You’re probably feeling a very powerful urge to call… to send a card…. to say “I love you” or “I’m sorry” to someone who means a great deal to you.

Please, act on that impulse!

And toning down the emotional angle a bit… I’ll bet you have business colleagues and customers who need to hear from you too.

People whose insights and experience you value. People who mentor you. People who make you smile, even though the sale didn’t go through or the boss (or co-worker or customer) is being particularly difficult today. People you’d like to get to know, or who need an “Attaboy!” or sincere “Thank you” from you.

Even in the fast-paced, competitive, and sometimes cut-throat world of business, we need to step back occasionally and remember that we’re dealing with PEOPLE. Not names in a database or numbers on a contact list. We prosper, professionally, when we develop relationships of warmth and trust with the people around us.

So don’t ignore promptings to keep in touch in your professional life, either.

I’m going to make it easy for you to act on whatever you’re feeling, right now.

If you’ve read this blog for a while (or if you know me from my business network), you know I endorse a web-based greeting card system that business people use to increase referrals, ensure repeat business, and strengthen relationships, professionally. It’s a powerful business-building, keep in touch system.  There are plenty of professional reasons to use it.

But there are plenty of personal and emotional reasons to use it, too. And so I’d like to share it with you, and let you send a card to whoever popped into your mind after you watched the video. No cost to you.

Simply click on this link and follow the instructions on the banner to send a FREE CARD.

I’m not sure how long I can keep this offer up - I feel strongly about the message of this video, and will be telling lots of people.

But whether or not you use KeepInTouchSystem.com or a phone or an email - just for today, reach out to someone you haven’t stayed in touch with like you should.

As the video said, you’ll be glad you did!

P.S. Please leave a comment, or email me directly, and let me know what this means to YOU!

I thought it was a gag until I watched it just now. Please… take 3 minutes from your schedule to watch this video. If you’re at work, just turn down the speakers a bit…

Watch Video Now (The link will open in a new window.)

When you’ve watched it, come back to this blog and read this next post. (You’re on your honor NOT click that link until you watch the whole video. To the very end.)

Why?

Well, on the “What would I rather be doing now?” scale, asking for a referral is somewhere between getting your teeth cleaned and showing your bookkeeper that overflowing shoebox of receipts.  Both may be necessary, but they’re rather awkward encounters, right? And that’s the first reason why people don’t ask for referrals. It’s awkward.  We don’t like to put our friends and colleagues on the spot, nor do we want to appear pushy.

That’s not the only reason that people don’t ask for referrals, either – I can think of at least half a dozen more.

1. We don’t like to be in the “beggar” position.
2. We worry about being rejected and embarrassed, if we ask for a referral and don’t get one, or if the person makes some excuse to “Call you later” with a friend’s name and never does.
3. We don’t like memorizing referral scripts, which is what some experts recommend. It’s not so much that the memorization is a hassle, as is the being flustered when trying to deliver the “script” correctly!
4. We simply don’t know yet if a customer has had enough time to assess our product or service. In many industries, the customer simply can’t tell if they’re satisfied until the lawn grows in or their teeth are straightened or they have an accident.
5. We hate giving referrals if we don’t get any. This is all-too-common in business networking groups – some people seem to get all the referrals.
6. And finally - we just forget!

I’ll bet you can add to the list - please do so using the comment field below.

And if you’re someone who has no problem asking for referrals, please share your secret with us…

The cards were designed by Jim Pitman for his Send Out Cards business and my cards are an exact match.  Not only did I think that he did an excellent job of using that often-wasted space on the back side of the card, he also inserted some information on the FRONT that I’d never seen before.

Here, let me show you both sides of my version and see if you notice it…

Did you spot it?

My BIRTHDAY is on the card!

I’ve seen thousands of business cards, and never have I seen one with a birthday on it.  So I asked Jim why he designed his card that way.

“I enjoy sending birthday cards to everyone I can. Whenever I meet someone new, I try to remember to ask them for the month and day of their birthday. It’s as easy as, ‘I love sending birthday cards. When’s yours?’ Since I’m always asking for their birthday, I decided it’s only fair to give them mine. Putting it right on my business card makes it easy and adds a nice personal touch.”

Incidentally, this card has a different feel than other business cards I’ve ordered - silky feel, shiny but not overly so (like satin paint instead of glossy) - nice!  It’s actually a 13-point stock laminated (water-resistant!) card in a “silk” finish.  The cards were printed by a company called CanB Business Solutions.  They don’t sell direct to consumers but offer wholesale pricing to graphic designers, printers, business owners and others who’d like to sell business cards.  If that describes you, please check out this company - I’m impressed!

And if you happen to be a SendOutCards distributor and want to order from Jim, please type “Diana Ratliff” in the referral box…

You Might Be a Networkaholic If

… you have a “Networkers Do it By Referral” bumper sticker.
… you ask the cop writing you a ticket for his card and offer to refer other speeders to him.
… your cat/dog/orangutan’s collar is made of business cards when you let him run at the park.
… all trick-or-treaters that come to your house receive candy with a full color brochure stapled to it.
… your neighbors all bring their out-of-town relatives in the back door… at 3 a.m.
… your car’s license plate reads TALK2ME.
… you bring waterproof laminated business cards to the beach.
… you meet your blind date with your day planner in hand.
… you insist that your spouse/significant other help you practice your handshake each morning.
… you start a “power snack” meeting group.
… you continue to “interface” with the doctors and operating room staff right up to surgery AND… the first words you say when you wake up from anesthesia are “Now where were we?”
… you borrow or rent a cute little dog so that unsuspecting strangers will say something or approach you AND… your attempt to rent a kid for the same reason leads to an awkward explanation to the police.
… you stuff your stadium horn with business cards and BLOW.
… you press the emergency stop button when the elevator is full.
… you send thank-you cards to the tax office.
… your child’s birthday party includes “List Your Family Members and Their Phone Numbers” placemats.

By Dan Reinhold of WAHumor.com

Add your own “you might be a networkaholic” comments below!

The top five traits are interesting in that they counter the stereotypical image of networking as aggressive pursuit of anyone who breathes.  Rather, as the Misners say, “networking is more about farming than hunting.”  In other words, developing good relationships with people over time ultimately leads to stronger networks.

Okay, the top five traits of master networkers are (drum roll, please…):

1. Follows Up On Referrals. This one seems obvious to me.  If someone takes the time to give you information, a lead, a recommendation or whatever - and you don’t subsequently follow up and do something with it (quickly, too) - they’ll stop giving you information or leads.  To ignore the referral or recommendation is a slap in the face, it shows that you don’t value the referrer’s contributions to your success. 

2. Positive Attitude. Nobody wants to work with a grouch, someone who never cracks a smile or responds to a joke, or to network with the fellow who can only report bad news or gripe about the economy.  If you’re upbeat and positive people will want to be around you and will cheerfully refer friends and family to you as well.

3. Enthusiastic / Motivated. At first this trait may seem to be a repeat of the previous one, but it’s not.  An old adage is that the best sales characteristic you can have is enthusiasm.  You can be the life of the party but if you’re not able to sell yourself and to be enthusiastic about your company and your product or service, no one will refer business to you.

4. Trustworthy. Reputations are the bedrocks upon which we build our businesses, and when you refer one person to another, a little bit of your reputation is on the line.  You have to trust that the person you’re referring your friend or colleague to will handle the contact well and professionally.  Don’t expect lots of referrals, or referrals to high-dollar or high-profile prospects, until and unless you’ve proven that you can be trusted to handle smaller referrals well.

5. Good Listening Skills. We sabotage our success as networkers when we fail to take the time to learn about our networking partners.  This requires an investment up front in listening to what your partners need and want in a referral.  Don’t put off opportunities to get to know people from whom you’d like to get referrals.  Learn to ask questions and listen.

Humor can be an excellent way to stand out, as long as you take care not to offend!  And again, you can sometimes SAY something like this as you hand someone a card.

• Sign over a Gynecologist’s Office:  Dr. Jones, at your cervix.
• On a Septic Tank Truck: Yesterday’s Meals on Wheels
• At a Proctologist’s door: To expedite your visit please back in.
• On a Church’s Billboard: 7 days without God makes one weak.
• At a Tire Shop in Milwaukee: Invite us to your next blowout.
• In a Nonsmoking Area: If we see smoke, we will assume you are on fire and take appropriate action.
• On a Maternity Room door: Push. Push. Push.
• On a Fence: Salesmen welcome! Dog food is expensive!
• Gardening company: We stand behind our fertilizer - way behind!
• In a Restaurant window: Don’t stand there and be hungry, Come on in and get fed up.
• At a Propane Filling Station: Thank heaven for little grills.

Perhaps the idea sounds a bit silly to you - after all, how many times have YOU seen a colleague doing a magic trick with a business card?  But that’s precisely the point.

You’d REMEMBER someone who did, wouldn’t you?  What a simple, effective way to stand out from your competitors!

This simple business card magic trick is easiest to learn by watching this video, which Matt has graciously provided.  No props necessary, just takes a bit of practice.

Please click the link below to view the video.

Business Card Magic Trick Video

I ended by asking why anyone would admit they couldn’t help a potential customer and give business away by referring them to someone else.

The answer is aptly summed up in several adages:

• What goes around, comes around.
• Do unto others as you would have them do unto you.
• Givers gain.

A cornerstore of successful networking is the idea that if I help you, you’ll help me, and we’ll both benefit.   If I look for potential customers for you, or products that might help you build your business, you’ll do the same for me.  There’s no better way to make the point that you’d like referrals for your OWN business than by giving referrals to others’.

Starting and maintaining your own catalog of businesses you feel comfortable recommending makes it easy for you to find a product or service you can refer at a moment’s notice.

In my town, there’s a regular service called “Doormail” in which ads are left in a plastic sleeve on people’s mailboxes.  In the last issue, the owner of a home improvement company actually PUBLISHED his directory of referrals.  There’s a list of 20 businesses (air conditioner service, electricians, carpet cleaning, pest control, security systems, and so on) of which this gentleman says “These are proven companies that can be trusted with your home and will give you the best value.”

I think that’s really powerful - this guy not only performed a service for the readers (who’ll probably keep the list), he made loyal friends of the owners of those 20 businesses, and he came out looking like a sincere and honest professional member of the community.