By training this client's employees, you provide client with educated employees. As a result of having a staff of shoplifter-aware employees, shoplifting in store is reduced, resulting in what? It results in greater profits for customer. That increase in profitability for customer's business is what you are really selling.

The most important client question that your presentation must definitively address is "what's in it for me?" or, "why do I need what you are selling?" Continue digging deeper into your answer to "what are you selling?" until your response also answers customer's most important question. If your are to be successful, *that* is what you are selling.

So, if your product is a light bulb, and a feature of light bulb is that it provides light, what's in it for customer? What are you really selling? You are selling customer opportunity to see clearly.

So again I ask: what are you really selling?

"As a way of saying thank you in advance for letting us know what you think, you'll see we've included an "instant scratch it" ticket. Good luck. I hope you scratch up a winner."

Instead of a 5% or possibly 10% return rate on feedback forms, a whopping 76% of people returned survey form. Sure, it cost them $1 each for scratchies, but after all, $1 for valuable market research data is nothing.

One of our insurance industry clients also used this "reciprocation" law with amazing results. They gifted business owners a FREE clock, pen set or bag (each worth around $25) just for providing them with due date on their insurance policies. The campaign consistently pulled 20-22% from a cold list THEN 80% of those respondents ended up insuring with company when their policies fell due.

What can you do to capitalise?

That answer is heaps. It's a matter of showing your potential and existing clients that you care ... and it's about making them feel special.

Here are 6 ways you can do that:

1. When clients refer others, send a surprise gift thanking them for gesture.

2. Send "no strings attached" news articles and information reports that provide valuable ideas relating to their interests.

3. Send surprise gifts thanking people for investing.

4. Create and send out your own newsletter packed with valuable information (not sales material).

5.If you sell a subscription service, provide a 3 month FREE trial.

6. Host special "thank you" events for clients to show your gratitude - golf days, seminars, free tickets to something that interests them.