We talk a lot about bringing extra value to your clients but what does this really mean? Dictionary.com defines the term "value" as "relative worth, merit, or importance." Notice in the definition it says "relative" worth. This means the value should be specific to the particular client.

"Real value is the sincere approach you take in helping people overcome challenges personally and professionally, which in turn truly does bring relative worth, merit and importance not just to them, but back to you," says sales trainer John Costigan.

"More importantly, how do you bring 'relevant' value and worth to your customers and to others around you? It's simple, and easy, and will totally 'blow away' everyone you encounter."

Costigan suggests you bring value to your clients through books - not just books about your company or industry, but books that are about 'them' and their challenges, personally or professionally.

As the publisher of the bestselling Top Dog Sales Secrets, we couldn't agree more.

"For example," says Costigan, "a person going through dramatic changes within their own company who is challenged with adapting should read Spencer Johnson's "Who Moved My Cheese?"

"Or maybe they are always running late and they feel time is managing them instead of the other way around, then send them, "The 4-Hour Workweek" by Timothy Ferriss to give them tips on regaining control of their day. Or if they are going through the "teen" years and are being challenged by one of their kids, "How to Say It to Your Kids" by Dr. Paul Coleman is a wonderful book. Or maybe they feel they are in a rut and just want to do something different, then give them, "Awaken The Giant Within" by Anthony Robbins," says Costigan.

"Lincoln on Leadership," by Donald T. Phillips, is a wonderful book that can help any manager, vice president or CEO on managing people better. Or go laugh your butt off reading Jeff Kinney's "Diary of a Wimpy Kid," a NY Times Best Seller that will have you rolling out of your chair. Sometimes the best medicine you can give someone is the gift of laughter."

"There is one trick though," says Costigan. "You can't recommend these books unless you've read them. Once you have, you have built what I love to call, "Your Library of Assistance." It's the knowledge base to help others in time of need. Once you see someone who has challenges, (and we all do), buy them the appropriate book and make their day."

Why? 1) It helps them. 2) It feels great. 3) I bet your competition isn't doing it!!

Now THAT'S value.

John Costigan, president and founder of John Costigan Companies, conducts sales training classes around the world for a list of clients that reads like a 'who's who" in the corporate world, including Hewlett Packard and the National Hockey League's Carolina Hurricanes. To learn more visit www.johncostigan.com