By EksAyn Anderson
It all started with one little email after a visit to the bank. The employee who helped me was very professional and helpful. After all his time and effort, I decided to write an email to his boss mentioning how great he had been. I copied the employee on the email.
Not long after, I returned to the same branch and was surprised by what happened. An employee I did not recognize approached me, called me by name, and escorted me from the back of the line to a desk where I was able to handle my banking business before several people that were ahead of me. I had been to this branch a number of times before and had not been treated like this. Though surprised, I felt like I was one of their very special banking customers.
It didn't stop there. I was treated similarly by other bank employees (most of whom I had never worked with before) not just the employee who was the subject of my email. On more than one occasion, they would recognize me, call me by name, and let me get my banking done ahead of other customers.
What I discovered, almost by accident, was how the principles of positive reinforcement, genuine appreciation, and recognition work.
With a new understanding of human relations, I began applying these principles in my business relationships, particularly in sales situations. Doors opened and success came my way all because I recognized someone else’s value and acknowledged it to the right people.
Everyone Wins
These principles work especially well in business sales and relationships where there is a need to connect with key decision makers. Often those decision makers are guarded by “gatekeepers” (assistants or secretaries) whose job is to screen out solicitors; however, using positive reinforcement and recognition is how I distinguish myself and get through to decision makers.
In short, after a positive interaction with the gatekeeper, I email her boss (the decision maker) with a request to meet, include a sincere compliment about the gatekeeper, and copy them both on the email. The gatekeeper now has an interest in the email and makes sure her boss sees it. The gatekeeper (who holds more power than you think) may be willing to help me out. After all, I helped her out first.
In the end, everyone wins: the gatekeeper receives much deserved recognition, I am able to connect with a decision maker about my business needs, and the decision maker has a new business relationship with someone who appreciates the value of her assistant and who cares enough to build real relationships.
Love is the Answer
The key to this interaction (and most successful business relationships) is sincerity and integrity. When I wrote the email to the bank employee, it was not with the intent to earn VIP status. I sent it because I was truly grateful for the employee’s help and recognized his exceptional work.
Similarly, when I compliment gatekeepers to their bosses, it is not just to secure an appointment or business relationship with the decision maker. That is (generally) a natural byproduct. However, even when nothing is returned in my favor, I have left a positive impression and have built up another human being.
Genuine Relationships
If you can show a business associate that he is someone that matters, most likely he will treat you like you matter as well -- and that can translate into sales successes, lasting businesses relationships, and beyond.
Treat your business contacts and customers as you do your friends. Be there with information and support, but do not pressure them into a sale. When you sense apprehension, don’t push; converse and mirror their feelings. Help them see the benefits of your product or service, but do not pressure them to make a decision in your favor. Sometimes you may even help them see that a different product would be better for them. Step back and allow them ownership of their decisions. Lack of pressure is a vital component in a friendship and an essential element of business relationships.
Small and simple gestures of genuine kindness can bring big returns. They help you positively distinguish yourself from other salespeople and business associates. Paying attention to the small things and recognizing the value in others can get you through otherwise closed doors.
