A system can help maintain cli

IT HAS BEEN SAID that appreciation is a wonderful thing that shouldn't be overlooked. This is especially important for non-selling professionals - such as accountants, lawyers, engineers and architects -whose expertise extends outside of the sales arena, as well as professional salespeople in their daily business activities.

Everyone needs a certain number of strokes every day in order to feel OK about themselves - and clients are no different. While 98 percent of the population wants to feel OK about themselves, only a small fraction receive the emotional pump-up they need on a daily basis. As a result of this deficit, individuals typically resort to seeking negative ones that lead to not- O K feelings. By providing strokes that demonstrate a desire to understand and help, the client becomes increasingly more OK.

Since each individual has a psychological stroke counter, the number and types of strokes he or she receives, whether they are negative or positive, soccer jerseys are counted and recorded. Clients and employees are never lost because of price or salary, respectively. They are lost because of stroke deprivation.

Strokes can originate from sales and non-selling professionals or any other employee within an organization with whom a client may have contact, from the receptionist to the associate or project manager. They can be classified into the following three categories:

* Fuzzy stroke, which is positive and complimentary. Example: "Your situation is not unusual, often when companies are growing as you are, it is necessary to seek other vendors ..."

* Prickly stroke, which is negative and painful. Example: "Of course you're having problems, you haven't used us ..."

* Rubber-band stroke or sarcasm, which is a negative disguised as a positive. Example: "Well, it's not as bad as I've seen at other companies, but I would not want to be in your position ..."

Strokes can also be verbal and nonverbal. They can be in the form of touch, a pat on the back or a handshake, or time, as demonstrated when the senior partner or vice president of sales drops by for an impromptu meeting to compliment an achievement. Furthermore, they can be conditional, pertaining to what was done, or unconditional, relating to who you are.

Another form of stroking is in the written form. It is a way of letting clients know you genuinely care about them. For example, consider sending a client an article that would address his or her personal hobbies and interests along with a handwritten note - not an e-mail. Or, if a client is planning a vacation to one of your favorite travel destinations, send him or her a menu from a local restaurant along with a brief note stating, "I thought you might like to dine at one of the Jersey Shore's most popular restaurants during your upcoming vacation."

A system for organizing this personal client information and tracking the written strokes is called a fuzzy file. When used carefully, it also can be used as a prospecting tool to cultivate a new relationship. The fuzzy file can be in the form of a simple 3x5 index card or a computer database.

Although negative strokes are better than no strokes at all, there are several strokes to avoid. These will surely result in no sale or retreat of the client over time:

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* Self-promotion.

* One-upmanship.

* Combative body language and tonality.

* Flaunting of expertise.

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