What Business Are You Really In?
Recently I chatted with top marketer Michael Penland about the secrets of succeeding in our field
, and here's one of the things he told me:
"Understanding what business you're really in can double, triple, or even quadruple your income. So I want to begin by asking you a question-it's the same question I always ask at every seminar I ever conduct, and of every business owner with whom I do consulting. I want to ask you this question right now.
"The question is this: 'What business are you in?'
"You know, 99 out of 100 people who are asked that question will give the wrong answer. See, most of them will tell me their business is either marketing, or real estate, or network marketing, or health products, or information products, or chiropractor, or carpet cleaner, or this, or that, or whatever-some other business.
"You know, here's the bottom line... all of us are really in the same business. There's just one business, and we're all in it, or we should be, and the business we're in is the people business, the relationship business.
"Now let me say that again, guys. You're in the relationship business. If you're not, you're really not in business at all. You're really not.
"I want to share with you the magic formula that's earned me a fortunate as a marketer. I call this formula the CTRC formula. That's an acronym-I love acronyms. The C in that formula stands for credibility. That's the quality, or the capacity, or the capability, to get someone to believe you.
"Now, I've got a question for you: do you believe everybody and everything they tell you? Well, of course not.
"The T stands for trust. Again, do you trust everybody? Well, no. Well, listen up, my friend, I've got some news for you. If that's true of you, it's also true of those people to whom you're marketing, to whom you're selling.
"Very few people out there in the marketplace that you're selling to or marketing to feel like they can really rely upon your integrity, your abilities, your character, as a marketer. Quite simply, they don't trust you.
"And the R in that formula stands for relationship. Again, I ask you, "What business are you in?"
"Understand the people who whom you're marketing have no relationship with you. You must establish a good relationship to earn their business. And today's consumers, amongst today's competitive options, are more demanding than ever.
"And the C in that formula stands for cash... And that's what everyone wants, isn't it? That's what you want, isn't it?
"If you were happy with your thing, if you'd made all the money you already wanted to make, you wouldn't be reading this, would you? But the reason you're here is because you've got what it takes to be successful. And this CTRC formula can help you to reach new levels of achievement.
"You see, sadly, most marketers-most people-believe that if they get enough cash, they can have a relationship, they can have trust, and they can have credibility with other people. They get the formula reversed, and it simply doesn't work that way. I've been doing this 40 years. It just doesn't work in reverse.
"So, what do you do as a marketer, as a salesperson? Well, through systematic marketing what you try to do is to attract the largest number of people who are the most qualified to buy what you're selling. And then you try to prove to them that you have what they want, that you're trustworthy, and that you're gonna fulfill on all of your promises.
"And you do that by making them feel that you really care about them, not just a little, but a lot. That you've got their best interests at heart. And then you continue to do the things that make them know that you're really their friend.
"You make them feel strongly connected to you. Remember, the more you can do that, consistently, the more they're going to want to keep giving you even more of their money on a regular basis.
"Now, you know I know that sounds simple, and you know, it really is. But don't let the simplistic nature of what I'm sharing with you here keep you from understanding the real power of building a relationship business."
by: Ted Ciuba
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