The Laws of Giving

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.

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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.

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Have a success story about giving in your business? Please share on the More Clients Blog.

Comments

[John Maver]

Robert

I particularly liked this article since it embodies my personal philosophy not only of doing business but for life itself. I believe in the abundance mentality. Those that hoard their talents and gifts generally have a very small set of opportunities. Those of use who use our talents willingly open up many, many new doors. I have found that giving my business acceleration talents to churches, schools and small businesses has not only helped them but also led to further business with paying clients. Plus I always feel great about being able to help.

The giving away of information always, well almost always, leads to new information in return and that makes my business planning for my clients more effective.

Thanks for sharing these thoughts.

John Maver
President
The Maver Management Group
www.mavermanagement.com

[Peller Marion]

Dear Robert,
Like you, I find that being generous to potential clients with my time and attention, whether over the telephone or in person, is the biggest gift I can give. It is so rare to find professionals that will listen with all their attention and give you the time. In my teaching and counseling I use that as my watchword.
Dr. Peller Marion
Peller Marion Associates
www.pellermarion.com
www.artemisartslibrary.com

[Erica Ross-Krieger]

Robert,

Thanks for the ideas and reminders and the trip down memory lane -- for the second time this year, I remembered a story about giving from long ago...

When I was in 6th grade (too many years ago now to bother counting) the teacher had us form small companies, create products, and sell stock to one another in class. Not such a novel idea now but back in the day (okay, 1969) the idea of kids taking entrepreneurial action was something new.

I formed a mini-company with a friend to sell things that we thought kids needed - erasers, pencils, notebooks, marbles, etc. But first, I convinced my teammate that we should create gift certificates for free stuff -- not a popular idea back then, but it just popped into my head...I always liked giving gifts and figured that giving free things was a grand idea.

Now, some gazillion years later, I find myself doing the same thing in my current businesses.

Last year, I wrote a book, had it published and did all I could to market, promote and sell it. Sales were good, but I somewhere along the way I lost my bigger focus. The book was meant to be an introduction to my wellness coaching services and other products, but I became more focused on selling the book than I did on the rest of the business. And then, 8 months ago, that 6th grade story came to mind.

So, I started giving the book away for free. I just wanted it out in the world. I gave it to friends, colleagues, clients, potential clients, and boxes of them to people with compatible businesses. An amazing thing happened. The response was terrific and I generated more opportunity to do good work than I ever would have had I not come from a place of generosity. Giving really is the name of the human game.

Thanks for your generous ideas.

To your wellth,
Erica Ross-Krieger
The Entrepreneur's Wellness Coach

http://www.WellnessCoach.com
http://www.SacredAttitudes.com

[Andrea Glass]

Robert, I have used most of these at one time or another. I think the most valuable one beyond giving a free phone consultation is giving a sample of my work. For example, if someone needs a document edited, I will edit 2 pages using my tracking system. When the prospect sees it, they are clear about what I will do and how I will do it. We establish the rules up front and no one is surprised down the road. This kind of giving for me establishes a precedent of clear communication--the most important tool for a writer, or any entrepreneur for that matter. I also use Plaxo cards to give thank you notes, birthday cards, congratulations, etc.--the process takes under 5 minutes, there's minimum cost to me, and the recipients love them. Thanks for these great ideas, as always.

Andrea Glass
Ghostwriting & Editing
www.WritersWay.com

[Melanie Benson Strick]

Robert,

I couldn't agree more. My entire business success has been built on the theory of give first. Two of the tools that help me do that is my ezine, The Success Connection, and my 5 Massive Mistakes Quiz (http://www.successconnectionsreport.com).

Here is why I know it works now. I have people all over the world from Australia to Singapore to the U.S. that email me and tell me they have been reading my stuff for years and I've made a huge difference in their lives. (My stuff focuses on getting out of overwhelm and leveraging your time.)

Recently, I was called to step in as a speaker at two events because the speaker booker had been reading my ezine.

I regularly have people invest in my $8k - $20k coaching programs because of a tip or resource I shared that helped a reader.

I recently produced a new free webinar called The Entrepreneur's Secret Weapon http://www.entrepreneursecretweapon.com.
People I didn't know all over the world decided to invest $2000 to have me teach them how to build a successful virtual team.

I wanted to give people real examples of how this works in a BIG way. Not only that, but I've built some wonderful JV partners by being generous and giving first.

If you want to jump-start your results, look at somewhere that you can just start giving something that people need and want. Then teach them where to get more (aka an opportunity to buy from you.)

It's a win-win-win proposition. The client wins because they learn something they need, you win because they invest in your stuff, and the world around us wins because more people can make a difference faster.

Thanks for reminding us all about the giving principle. Too many people have forgotten in the mad rush to make money it's OK to give! =-)

To your success,

Melanie Benson Strick
The Entrepreneur's Success Coach &
Virtual Team Building Expert
http://www.successconnections.com
http://www.virtualteambuildingsecrets.com