This document provides an overview of a program on improving client relationships, self-confidence, problem solving skills, and customer loyalty. It is facilitated by J. Mark Walker and has graduated professionals from various companies. The program teaches a 6-step AID, Inc communication system to effectively approach people, interview them, validate recommendations, and leave lasting impressions. It also discusses building rapport, identifying customer needs, controlling emotions, and justifying value.

1. WELCOME
Facilitated by J. Mark Walker
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2. Welcome
This program will help you:
Improve client relationships.
Develop greater self-confidence.
Strengthen customer loyalty.
Improve problem solving skills.
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3. Graduates from:
• Russell Investment Group • Detroit Edison
• The Ritz Carlton • Palm Beach Post
• Delta Community Credit Union • Bay Gulf Credit Union
• Southern Company
• Coldwell Banker
• The Guardian
• Bell Atlantic
• Ethicon Endosurgery
• Baylor HealthCare • American Red Cross
• Global • Cox Communications
• Principal Bank • Principal Financial Group
• Grow Financial Credit Union • Ingram-Micro
• Anderson Consulting • Sunmark Federal
• Principal Connection Credit Union
Introduce Yourself
How does your company generate
revenue?
How does your job impact customer
satisfaction and loyalty?
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4. In This Discussion
Value of Satisfied
Customers
Satisfied vs. Loyal
Customers
What Business are You
Really In?
Defining Service
Satisfied vs. Loyal
What are some
reasons why you
enjoy doing business
with individuals or
businesses?
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5. Satisfied vs. Loyal
What are some
common courtesies
that service people
don’t seem to know
how to do?
Satisfied vs. Loyal
What are some
distinctions between a
satisfied customer and a
loyal customer?
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6. Ron Willingham
Integrity Solutions Founder
• 25,000 facilitators
• Programs in 2,000 companies
• 1.5 million graduates; 80+ nations
• Authored 9 books including:
– Integrity Selling
– Integrity Service
– The People Principal
– Inner Game of Selling
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7. What Business are You In?
How do we generate revenue?
Why do people choose to do
business with us?
How does my job impact customer
satisfaction and loyalty?
What unique factors do I bring?
How would you complete
this sentence?
Service is…
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8. How would you complete
this sentence?
Selling is…
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9. Service and Selling
Congruence Model
View of Belief
Service/ Values in
Selling Product
View
Commitment
of to
Abilities Activities
Gaps create conflict and disengagement.
Congruence releases energy and achievement drive.
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10. How to Approach
People to Build
Rapport and Loyalty
In This Discussion
Introduction to a tool
that will help you to
listen and communicate
more effectively...
Behavior Styles ®
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11. In This Discussion
Introduction to the six-step
communication system…
AID,Inc. ®
Review of the first step in
the system…
Approach
Behavior Styles ®
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12. Behavior Styles ®
Behavior Styles ®
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13. Behavior Styles ®
Behavior Styles ®
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14. Behavior Styles ®
2 Worksheets
Person with whom it’s EASY to
communicate, or
Person with whom it’s DIFFICULT to
communicate.
Yourself in a WORK environment.
Determine primary and secondary
styles for both.
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15. Introducing….
The AID,Inc.®
Communication System
AID,Inc. System
®
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16. Action Guides ™
Approach
1. Tune the world out and people in.
2. Put them at ease and make them
feel important.
3. Thank them for contacting you.
4. Hold eye contact and listen to how
they feel.
Your Approach is Your
1st Important Sale!
Please share with your group:
One way you establish rapport.
An idea you will use to Approach
more effectively.
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17. How to Interview
People and Discover
Their Needs
In This Session
Review of the second step
in the AID,Inc. System…
®
Interview
Develop key questions to
Identify Customer Needs
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18. Action Guides ™
Interview
1. Ask open-ended, indirect questions that
draw out problems, concerns, wants or
needs.
2. Listen to and paraphrase all points—
write them down.
3. Identify service problems, concerns,
wants or needs and get agreement.
4. Assure people that you want to help
them.
Interview Questions
1. What might you ask to identify the
primary need or want?
2. What can you ask to uncover
underlying issues impacting the need?
3. What problems do your customers
want you to help them solve?
4. What can you ask to understand a
customer’s sense of urgency for a
solution?
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19. Motives and Emotions
People’s wants and needs can
be driven by motives and
emotions that may not seem
logical to others.
People’s emotions often
overrule their logic.
Before you can meet needs or
solve problems, negative
emotions must be diffused.
Motives and Emotions
In helping your customers:
How do you respond when a
customer complains?
How well do you control your
ego and emotions when a
customer is unhappy?
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20. How to Validate
Yourself and Your
Recommendations
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21. When do we begin…
…to Validate?
What is our Focus?
(end result benefits)
Action Guides ™
Validate
1. Translate product or service
features into customer benefits.
2. Justify price and emphasize value.
3. Offer proof and evidence.
4. Reassure and reinforce people to
neutralize their fear of buying.
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22. We Validate When
People Say…
“I trust you as a person of
integrity.”
“I believe your product or service
will fill the needs I have.”
“I have confidence in your
organization.”
Validate
How do you validate:
Your Organization?
Your product or service?
Yourself?
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23. Six Magic Words
Mention your solution or service
recommendation.
Then communicate:
“What This Means
To You Is…”
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24. Remember
People become loyal customers
as a result of a memorable
service experience
and the end-result
benefits
they enjoy.
Lasting Impressions
1. What actions can you take to show
customers that you value them?
2. How might you leave the customer
with an unexpected sense of
satisfaction?
3. How would you like customers to
describe your service skills, attitude
and desire to help?
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25. Lasting Impressions
• What is the most important
idea you have learned today?
• How will you apply this idea
when you return to work?
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