The Laws of Giving

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The Laws of Giving
by Robert Middleton
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Lately we've heard a lot about the "Laws of Attraction," and of
course, you remember the "Laws of Acquisition" penned by the
Ferengi on Start Trek: Deep Space 9 (there are 285 laws!)

Here are seven of the more cynical ones:

   1. Once you have their money, you never give it back.
   13. Anything worth doing is worth doing for money.
   19. Satisfaction is not guaranteed.
   21. Never place friendship above profit.
   27. There is nothing more dangerous than an honest
        businessman.
   82. The flimsier the product, the higher the price.
   99. Trust is the biggest liability of all.

With ideas like these floating around, no wonder we are wary
about business, marketing and selling!

The truth is, generosity, value, integrity, quality, service and win-
win relationships are much better ways of doing business.

The most effective marketing for Independent Professionals
revolves around giving, not getting. So how about the "Seven
Laws of Giving" for professional service businesses?

These laws are specifically designed to help you get more
response to all your marketing efforts and to attract prospects
who are qualified to take advantage of your service.

Law #1. Give away valuable information

All of your marketing should revolve around this law. Articles,
reports, surveys, teleclasses and other valuable information gives
prospects a real taste of what your business and services are all
about. And these days you can distribute this information
practically for free via email and the web.

Offer an article when people sign up for your eZine and before too
long, hundreds, perhaps thousands of people will know more
about you and have a positive association with you.

Law #2. Share valuable resources

When you make an initial connection with someone, it's not
unusual that you learn of a resource they are looking for. It could
be a tip on how to add sound to PowerPoint or a book on how to
work with virtual assistants.

If you know of a resource, let them know and follow up after the
meeting with an email with the information or an online link.
Make it a habit to be a resource and people won't forget you.

Law #3. Give free bonuses with your services and products

A bonus can be an enticement to work with you: "When you book
X months of work with me, you'll also receive a copy of this
planning software." Or "If you buy two online products You'll get a
third one for free."

However, it's more than an enticement. It adds real value that
can make a difference to your clients or customers. And if it helps
them get better results, you get more positive word of mouth.
Everyone wins and your cost is minimal.

Law #4. Give leads to clients and associates

People value good leads to potential clients. Sometimes they'll
reciprocate, of course. But a good lead that results in a new client
also buys you some access or time with your associate where you
can expand your collaboration.

For instance, you send a lead to an associate and that lead turns
into a good client. You then follow up with the associate and say:
"I'm glad John became a client. I'm sure he'll be happy with your
services. You know, I'd like to sit down with you and brainstorm
some ways we could help each other grow our businesses."

Law #5. Give something away to the associates of your clients

This law can create powerful leverage. Say you have a number of
clients who have associates and clients who are also good
potential clients for you. If your client has been happy with your
services, they will often be happy to spread the word about you.
You'd be surprised how generous people can be.

Let them know you've put together a valuable report, a recording,
a teleclass or a live presentation. And then work out a way to offer
this to the clients and associates of your client. It needs to be a
triple-win. The associates win because they receive something of
value. You win because you get access to potential clients. And
your client wins because they are seen as a valuable resource.

Law #6. Send written and emailed thank-you notes

Good business is conducted in an atmosphere of gratitude. When
you give, you'll also get in return. You'll also receive valuable
information, resources, bonuses and leads. And you want to
accept these with an open heart and with thanks.

And the best way to make that thanks real is with a written note.
Email will do for little things like the exchange of information and
resources. But when someone goes out of their way to help you,
give you a lead, or assist your business in some way, send a
hand-written card. It goes a long way.

Law #7. Give away complimentary sessions by phone

I've left this one to last because it's so important, and for many,
it can be the key to filling a professional practice. At its heart, a
complimentary session is an opportunity to assist a prospect in
getting clear about where they are going, what's in the way, and
what they need to do next.

Sounds simple, but it's not a conversation many business people
have the opportunity to engage in. To focus 100% on a prospect's
situation, dreams and challenges can be a life-changing
experience. And it often paves the way to introduce your services
which can facilitate the realization of their dreams.

See more about this law under "Free Sessions That Sell" below.

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The More Clients Bottom Line: Giving isn't just a technique, it's a
way of doing business. Put some time and attention into learning
and applying these seven laws and I predict your business will
grow by leaps and bounds. 


By Robert Middleton of Action Plan Marketing. Please visit
Robert's web site at actionplan.com for additional
marketing articles and resources on marketing for professional
service businesses."