After years of being a top sales professional, John Evans discovered an intriguing concept that increased his success rate at landing new business. He already knew that most of his profits were generated by only a handful of his best clients. In the course of doing business, these clients inevitably sang his praises to their friends, who in turn became clients in their own right. Applying research by Roger Fisher and Charles Dwyer, two pioneers in the field of persuasion methodology, Evans coined the term “Focinar” (pronounced FOH-kin-are). The focinar is a combination of the words “focused seminar”, and it became the basis of how Evans honed his ability to secure profitable clients

First, create a list of your top clients…ones you already have a deep bond with. Most likely, they will know like-minded individuals who will also be interested in your products and services. Then offer to take the existing client and his or her friends to dinner so that the client can brag about how you have helped them, and so you can explain your business in detail. This will aid in establishing rapport.

Now, you’ve narrowed down the field of prospective clients to a few who might be very interested in working with you and you won’t waste valuable time chasing clients around who may not pan out. Using a knowledgeable and confident approach with a prospective client is paramount to closing the deal. But there is a fine line between conveying solid information about your products and services, and boasting about it. Pride is, after all one of the seven deadly sins. In business, pride can kill a deal in the cradle.

With a successful career in medical sales and real estate behind him, John Evans parlayed his business experience in a unique system to train “persuasion executives”…salesmen…to grow their business. Evans places a high value on giving advice in the art of persuasion. By advising a prospect rather than telling him…or worse still, lecturing him about the product or service…the client will feel like the two of you are in a partnership. The grateful client will in turn generate more business for you by bringing in others to share what they’ve learned from you and take advantage of both your products and services.

Arrogance or hard-sell boasting to new prospects can squelch the possibility of establishing an enduring partnership. To develop a winning and lasting business relationship, sincere interest in wanting to help your client is sales gold. Because let’s face it…the terrible thing about pride in the business development process (and relationships in general) is that it squelches what could have been.