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In his classic best-seller, How To Win Friends And Influence People, Dale Carnegie’s second chapter is entitled The Big Secret of Dealing With People. The secret is summed up in this principle: Give honest and sincere appreciation.

Carnegie said there is only one way to get anybody to do anything — by making the person want to do it. How can you encourage customers to say good things about you and give you referrals? By giving them what they and all human beings crave: honest and sincere appreciation.

The Two Magic Words

The big secret of dealing with people (or customers) is often overlooked or forgotten. It’s simply saying “thank you” consistently, personally and, above all, sincerely. These two words work marketing magic because customers want to feel important.

Saying “thank you” is an act of kindness, besides. But don’t say “thank you” for the sake of flattery. It must be sincere. As Ralph Waldo Emerson once said, “You can never say anything but what you are.”

“Thank You” Promotes Referrals

The uncertainty of referrals can be disconcerting. Can you control them? No. Can you influence them? Absolutely.

First you must provide a valuable product or service for customers. (You’re already doing this, right?) But perhaps you can make an even bigger difference in their minds by your continued interest after you’ve delivered the product or service.

Each customer has a different level of satisfaction with your products and services. However, all customers to whom you say “thank you” are satisfied that they’re important to you. This can determine whether you’ll continue a relationship with them and get referrals.

“Thank You” as Direct Mail or E-mail

If you’ve never used direct mail and are considering it, start a thank-you correspondence program. If you’ve used direct mail or e-mail but haven’t sent thank-you letters or e-mails, start now.

The thank-you letter or e-mail to your customers is targeted (you know them, they know you), personal and effective. It’s guaranteed to receive a positive response.

Furthermore, it’s a pleasant surprise if it’s snail mail. They see your envelope. They think, this must be something for me to review, to sign, or worse a bill. Surprise! They’re appreciated; they’re important. And you’re the one telling them so.

Write a thank-you letter or e-mail at every opportunity. But don’t send one with an invoice or other correspondence. Always send it separately.

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Whether you’re an introvert or an extrovert, feel like you have the gift of gab or just don’t know how to make small talk, networking know-how is very important for your business success. There is a notion in business that I believe most of us subscribe to that says “all things being equal, people will do business with and refer business to those they know, like and trust.” And the key to this is obviously being able to develop relationships.

Think of networking as the cultivation of mutually beneficial, win-win relationships. In order to be win-win, there must be GIVE and take (notice the emphasis on give). Networking shouldn’t be viewed as “events” where you go to sell your business. When effective networking is taking place, the parties involved actively share ideas, information, resources, etc.

Ok, so you know that you should be networking because it is one of the most cost-effective lead generation activities when used wisely, appropriately and professionally. But, maybe that seems easier said than done. Here’s a seven step plan to really get going with networking for your business.

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