Clients have more choices than ever. How do you get them to choose you?

One very important but often overlooked technique is to tell your clients what you're doing for them when you are not in front of them. Here's an example:

A few years ago, I was on an American Airlines flight and heard this announcement: "Ladies and gentlemen, this is the captain speaking. We are number two for take-off. I have completed my cockpit checks and would like the flight attendants to be seated please."

The effect on the frequent flyers in the cabin was immediate. Several seat mates let out a sigh of relief. You see, a few weeks earlier there had been an airline tragedy precisely because a pilot had failed to complete his pre-flight checklist. But any apprehension about flying today was assuaged by the very professional approach of the captain, who told us that he had done his cockpit checks. We immediately become more comfortable with American Airlines (in this case) and its people.

The big question

What are you doing behind the scenes for your clients that, if they knew you were doing it, they would feel more comfortable doing business with you? Once you've answered that question for yourself, tell your clients.

Did you hit the web site of one of your client's vendors to get new product information? Tell your client.

Did you make your client's business the subject of a 30-minute brainstorming session at a sales meeting? Tell your client.

Are you getting some extra training or taking a course that will help you offer better service? Don't keep it a secret. Have you read any good marketing/sales books lately? Summarize key points and share them with your client.

Your math teachers always exhorted you to "show your work." They wanted you to get the right answer, but they also wanted to see how you arrived at the answer. This same principle applies in sales. Clients reward people who have worked to earn their business. Showing your work is a winning strategy.

A magic phrase

The next time you meet with a client, open the call with this phrase: "In preparing for this meeting, I ... " Then list two or three things that you did to prepare. You will experience a new level of attention and feel a new level of respect from both clients and prospects. And you'll blow away competitors whose idea of a good sales opening is the line, "Anything coming down for me this week?

In highly competitive businesses, how you sell may be more important than the product or service that you sell.