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.