We all want more business. We are all looking for that magic button that will create more sales and more customers just by pressing it. What we tend to overlook is the fact that we already have it. Where is it, you ask? Look at your passenger seat the next time you are headed out to an event. Is it empty or is filled with your favorite client or that hard-to-get-to decision-maker?

With an invitation to attend a seminar, ribbon cutting or networking event, you are positioning yourself and your brand on the forefront of your client’s mind. This is brilliant for re-connecting with someone when the sales trail has gone cold or you’ve already left several unreturned messages. When that telephone is starting to weigh in at 100 + pounds, that is your clue that it’s time to invite someone along with you to the next business event you attend.

When I speak to groups about strengthening their customer ties, I get a lot of blank stares about how to accomplish this. You already know that you’re supposed to follow up. You already send out a newsletter and you attend more networking events than you care to track. How does that help you meet those customers just outside of your sphere of influence?

When an airline sends an airplane off the runway, it doesn’t matter whether or not that passenger seat next to you is filled or not, that airplane is headed to its destination. The airline would prefer to have all of those seats filled because it means more revenue for the company. Your vehicle is just like that airplane. A full vehicle means more revenue for your company and an empty vehicle means that only the pilot is going to benefit from this journey. Give your clients more benefit and more sales will come.

With customers, the phrase “out of sight, out of mind” really rings true. It’s up to you to stay on their radar, but not to be annoying. There is a careful balance you have to pay attention to. Your clients want to hear from you. They don’t want to be sold or constantly barraged with your clever sale techniques. Your customers don’t want to answer questions about how close you are, on a scale from 1-10, from the closing the deal. They do want to know that they can count on you when they need you. But that might not be today. It might not be tomorrow, but their situation will change and when it does, your brand, and your brand only, needs to be on the tip of their tongue. How can you be sure that your customer thinks about you when they are ready to buy?

An invitation is the “No-Pitch Sales Pitch” that makes it really easy to pick up the phone and connect with your customers, vendors, and business associates. When you invite someone along, you add so much value to your own brand, that you don’t need to even talk sales. You don’t need a sales-closing statement. You don’t need a gimmick. All you need is to be genuine about connecting with them. People do business with people they like and trust, but only if they remember you.

An invitation will give you multiple opportunities to call on your clients and associates, therefore training people to take your calls. If you’re tired of leaving voicemails that never get returned or being snubbed by the gatekeeper, turn to the invitation-approach. Your phone calls will be welcomed. Surprise your customers with value and they will do business with you and refer others to you. Never go with your passenger seat empty, and your business will thrive in the friendly skies.