Are You Competent?

By: Dan Kennedy on: June 6th, 2011 9 Comments

It Really Isn’t Hard To Have The World Clamoring For You
(and: how to make next year your best money year ever)

It has reached the point where I am annoying A LOT of people by turning them away and being unavailable to speak or consult or write, weeks to months tardy in responding to correspondence from those not already clients, yet still having so much to do I’m having trouble keeping my commitments (something I hate with a passion) and crave relief from pressure, so I am again re-engineering my entire approach to work between now and January.

Looking backward, I see it is not difficult to get into this position, of having the world clamoring for a piece of your attention, lined up outside your door waving money at you. Anyone can do it. The key components are simple.

I talked at length at my Sales Seminar in about one of them: Authority. A linked component is Competence. Consistent, reliable competence. It is SO rare these days that anyone who reveals himself, within an organization or to a clientele or market, as being solidly competent quickly attracts far, far, far more work or customers and clients or opportunity than can be handled.

It is, in fact, how we all kill The Competent Employee: you have five but one is The Competent One. All work and responsibility gravitates to her until she is so overwhelmed she becomes incompetent. If you place yourself in the middle of some group of people capable of giving you money for Service, Know-How and Expertise – of any kind – and prove yourself Competent, they will quickly come to rely on you (at exclusion of all others). Once you’ve done this, to make this year your best money year ever is child’s play; just keep raising your fees or prices, charge for access or the right to buy from you, “stretch the top of the pyramid”, so you get more and more money for the same hours.

I suppose that sounds horribly simplistic, as did your last success marketing strategy e-mail. Oh, you can complicate it and bring in all sorts of sophisticated and intriguing nuances, from NLP to hypnosis to preferred language for handling customers or clients, to our kinds of marketing strategies, and on and on and on. However all that and a dollar isn’t worth but a dollar if not matched with truly “delivering the goods” – competence. And sadly, most don’t. most are far more adept at promising than at keeping.

No, being the best is never, in and of itself, good enough to attract money in today’s cluttered, competitive, confusing markets. Emerson would starve sitting next to his superior mousetrap. But being the best, being extraordinary, getting it right and promoting like crazy, now you’ve got something. In business, “getting it right” extends to the answering of the phone, the frequency of cleaning the public restrooms, whether the thank you notes go out on time, and a million other ‘little things’.

A lot of businesses have most of it right but are then undermined by one incompetent or rude or lazy employee, one stupid policy, one neglected step. I moved a lot of business from one vendor to an overall less competent vendor only to end dealing with the first’s Battleaxe Bertha on the phone.

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    ABOUT THE AUTHOR:

    Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to www.GKIC.com

    9 Responses

    1. Jorge says:

      Damn good post! One of the best ways to get authority is by making a book, or some kind of product of your own making, like DVD, etc….

      So let’s get to it!

      Greetings from Mexico!
      Jorge

    2. Russ says:

      Great post. As the goto guy in my company it is always a struggle to want to help on another project or charge more for my services and do less projects. You have helped put some clarity in that decision.

    3. So simply and so true!
      Love how you cut right to the heart of the matter, Dan.

      I recently was referred to a highly recommended Dr. here in Vegas but when i called to schedule my appointment, their inept staff handling the phones couldn’t manage to get me an appointment despite spedning 15 minutes on the phone with me.

      Why?

      The first person handed me off to someone else after getting my insurance details. The second person wasn’t given my info by the first person. The second person then accidentally disconnected me. A third person picked up and couldn’t communicate clearly with either of the first two and wanted me to spend another 10 minutes on the phone repeating all the details I’d already given the first two incompetents.

      At that point I told them why they weren’t getting my business.

      I now tell everyone I know to avoid that office like the plague.

      Competence.

      What a concept!

      Michael

    4. Sylvia says:

      I always look forward to your posts Dan. You see the things most business owners are completely unaware of! Thanks for sharing your insight on Competence!

    5. So True Dan!
      Finding good solid competent people to work for you is very difficult.
      And, as you point out, when you do find the right person, it’s easy to punish them for their competency by loading on more work.

      Excellent post as always.

      Marcus.

    6. Vicki says:

      Wow. Good post. Almost everywhere you go in terms of public places, and more often than not when you pick up the phone to speak to customer service of any company, you have a good chance of running into incompetency. And why do you have to call customer service in the first place? Something or someone along the line did not do the job right. The good news is that there are those go-to people who seem to CARE. And maybe that’s the answer.. we need more people to CARE to be good at what they do – care to help other people. Sounds simple enough. How do we create a wave of CARING?

    7. Servena says:

      Wait, I cannot fathom it being so stragithforawrd.

    8. You hit it right on the head. This comment about competency is biblical too (so you know you’ve got God’s endorsement). Proverbs 22:29 says: “Do you see someone skilled in their work? They will serve before kings; they will not serve before officials of low rank.”

      We all need to elevate our level of competence. And then we too will serve only the kings of society. They pay a lot better too!

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