The one skill more important to business pros than sales.
I hope that you had a fantastic weekend! As you know, I like to start every week with some words of wisdom:
“The thing that people don’t realize is you want to teach people how to fix things without paying you for it because that builds up leverage, you give up a sale in the beginning, but you get all the sales in the end.”
Over the next five years, there is one skill undeniably more important to the success of all business professionals than sales. Unfortunately, most are not putting in the hard work to improve this skill. That’s where the opportunity lies for us!
What is this important skill, you ask? It’s building relationships. You need to build relationships today to stand out 5, 10, and 20 years from now. Most businesspeople aren’t doing this today, and the writing’s on the wall for them.
We operate in a marketplace where attention rules all, and those who can attract (and keep) the attention win the game. If you are not doing the work today that sets you up to succeed, you will not be able to compete. There will come a day when what you do and offer in the marketplace may be better and cheaper, but it will be as if you don’t exist because you have not built the relationships to get and keep their attention.
If you look at the money being poured into ads everywhere by the big boys – Trulia, Zillow, Rocket Mortgage, and Morgan & Morgan, for example – the money they are spending doesn’t pan out. They can’t be local like you and me. It’s not the consumer’s fault that they think that they believe the ‘big boys’ – instead, it’s an opportunity for us to educate them.
I am a believer in content marketing, telling your story, being the local and value provider, and giving without expectation of a return. I truly believe that the organizations that will be in business in the next 5, 10, and 20 years are the ones who are laying the groundwork today.
What does that look like? It means getting your customers’ emails and cell phone numbers. I work with some business people who still do not have their customers’ information! There is no way to compete in a world where your competitors have your customers’ email addresses and cell phone numbers and you don’t.
If you want to stay relevant for the next several years, you had better change your way of doing business. You need to put the content out there in all the ways that your customers are consuming it – video, blogs, Facebook, Twitter, Instagram, etc.
If you don’t like to be in front of the camera, find someone who does. If you don’t like to write, find someone who does (hit reply now and I can connect you with my copy editor, she is amazing and an asset to my business).
“There has never been a time in history to attract attention was so valuable.” –Ryan Hanley
Your story needs to be told whether you are a big huge brand or a mom and pop shop, and no one can tell your story like you can. Your ability to tell your story is as important as your ability to sell your products and service. It’s the only way that you will attract the attention to do business in the new digital marketplace.
In today’s world, ‘losing’ means taking the time to perfect the customer experience. It means thinking about the way people answer your phone. It means making less cold calls and writing blog posts or creating bitesize videos about the questions you hear every day.
The truth is that I don’t know where this is all headed, what I do know is this:
“There is a connected generation and an unconnected generation, every day that goes by the connected generation expands and the unconnected generation shrinks, who are you going to bet your future on?”
Make the conscious decision to tell your story and connect with the expanding consumer group. How will you connect? Podcasts, blogs, video? I don’t know, but taking the time today to start building your brand now is what will help you succeed in the upcoming years and even decades. Attention wins the game, and I want you to come along for this ride. Lose today so we can all win tomorrow.
I will leave you with this final quote:
“If you’re not putting relevant content in relevant places, you don’t exist.” –Gary Vaynerchuk
I implore you to heed this advice. You can thank me five years from now.
Have a question? Need help? Leave a message below and I will work your question into a future message.
Know that you are loved!