I am often asked where I get ideas for my articles. The short answer is “everywhere.” Today’s message came from a recent unexpected visit to a dentist for an emergency tooth conundrum. As my wife was settling into the chair, I was cooling my heels in the waiting room thumbing through magazines. The rag in hand was titled BOCA.com.
Although the magazine had lots of pretty pictures and ads flogging expensive real estate and jewelry, my eye paused on page 38 which displayed a one-page article about a guy who bought old cars and poured a truckload of money into them making them both loud and fast. I’m not into loud cars, but there was a pullout quote that did grab my attention.
“We’ve never really built anything that was slow and quiet. If a customer calls me and they want to do something simple, we don’t really take those kinds of jobs. We try to stick to jobs that customer seek us out to do our thing, and who don’t have a budget.”
BOCA.com
The confidence behind this quote coupled with this guy’s total commitment to make his chosen niche a success screamed at me louder than the woman in room three down the hall having her molar removed. This guy was not afraid to turn down business that wasn’t in his wheelhouse.
Wouldn’t it be nice if you had a business where customers came to you to help them build a once-in-a-lifetime dream that they were not averse to paying for the memories?
If you are confronted with a piece of business that will not contribute to your goals are you confident enough to say ‘no’… in a professional fashion? Or, are you still stuck on the lower rung on the ladder saying ‘yes’ to every piece of change that comes your way.
Although it may feel like you’re making the right decision at the time, what you are really doing is delaying your journey to the Promised Land.
You don’t have to be rude or obstinate when determining if a pending opportunity will contribute to your company’s overall health. Simply explain that this is not what you do, and then refer this prospect to a qualified competitor.
NOTE:
- I do suggest you give “every” opportunity some thought before declining. Depending on the long-term prognosis, it might be in your best interest to do what is necessary to establish an initial relationship with this prospect—even though at first glance the business may look less than attractive.
- In the magazine’s pull-out quote above there is reference to an unlimited budget. I realize that in most instances, there will be a cost ceiling. Some people, however, will put more value on a once in a lifetime experience (and associated memories) than they will on the investment. Prices fade over time. Memories last forever.
Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club, mike@mikemarchev.com.
*** You want more to think about? Check out my weekly podcast (Miked Up Marchev). Also listed on Spotify, Apple Podcasts, Google, and iHeartRadio.