Easy Ways to Gain New Clients: Business etiquette is the key - Artículo Breve

Hispanic Times Magazine, Jan, 2001 by Dana May Casperson

When meeting with prospective clients and discussing your products or services, three elements are key: knowing about your company, knowing about your competitors, and knowing how to treat others professionally. Of those three important elements, the latter is lacking in many circumstances.

These days, good manners and proper business etiquette make good sense. Aside from being educated about your products and industry, you must also know how best to meet people and make introductions, how to dress for the occasion, how to use your business cards properly and how to converse with your clients. Improve these skills today in order to ensure long-term business growth.

1. How to meet people and make introductions:

In order to build your client base, you need a steady flow of prospects. That means meeting new people on a constant basis and introducing them to your business. Many people shy away from this practice because they're afraid of appearing pushy or too "salesy." The truth is, they have simply never learned how to meet people or how to network.

You can meet people virtually anywhere-at a networking event, a cocktail party, in line at the bank or in a waiting area. Use your self-introduction as a way to share information, not make a sale. A good example of a self-introduction is: "Hello. My name is John Smith. My company, CMD Products, offers convenient, lightweight trade show displays to make your booth setup easier."

Your self-introduction need only be a ten second description of who you are and what you do. Be selective about the words you use to describe your company or business. Work to refine your self-introduction so it will provide information and also interest others.

2. How to dress for the occasion:

Before you speak a word, your clothes have already spoken volumes. As the old saying goes, "You never get a second chance to make a first impression."

Many people mistakenly believe that whatever they wear to the office is acceptable to wear after hours or when meeting clients. That's fine if your office dress code matches your after-hours or meeting event; however, many times work clothes are either too casual or too formal for an out-of-office meeting. Dress too casual and your prospects may not perceive you as being professional or knowledgeable. Dress too formal and they may see you as "stuffy" or "out of their league."

As a business executive, you have a responsibility to send the best professional message you can to be successful. If necessary, bring a change of clothes to the office so you have something appropriate to wear to your event. Remember, the way you dress shows respect for yourself, your business, your company and your products or services. Plan your wardrobe carefully and you'll leave your prospects with a positive message.

3. How to use your business cards properly:

Everyone needs to have an adequate supply of business cards. They're fairly inexpensive to print, and they present a long-lasting impression of you and your company. Think of your business card as the handshake you leave behind.

Business cards should have essential information easily visible on the face of the card. This could include your name and title (if any), company name and logo, address, telephone and fax numbers, and email address and web site (if any).

It is not necessary to leave the back of the card blank. Many people utilize this space to list the products or services offered, give a description of the business or share an interesting quote or statistic.

After you introduce yourself to a prospective client and determine that you'll be able to help that person, offer one of your business cards as a reminder of who you are, what you do and where you can be reached. Business cards can also be used as a forwarding agent when attached to an information kit, newspaper clipping, or something you promised to send. Everyone likes to be remembered, so make sure your business card helps you to be remembered favorably.

4. How to converse with your prospects:

When you meet with new people, always spend time conversing and getting to know them. Too many executives, especially salespeople, rush into the sales part of the meeting without first learning the clients' needs. This is a road to disaster.

People do business with those they know, like, and trust. In order to get prospective clients to feel comfortable doing business with you, they need to know that you care about them and want to help them solve whatever challenge they may have. You accomplish this through the art of conversation.

Since people generally like to talk about themselves, ask your prospects non-intrusive questions to get to know them. Find out about their company, their needs, what projects they've done in the past, and what they need to accomplish future projects. If you think your products or services can help them achieve their goal, then and only then should you move into your full presentation.

Keep in mind that you are creating and maintaining a relationship. Be friendly and use common sense while being courteous and respectful. Avoid using industry jargon. You'll have a better conversation and communicate your ideas more clearly if you avoid industry specific terms. After all, the goal of all communication is to enhance understanding, not to confuse. Your prospects will appreciate your efforts.