I talked to the owner of a marketing agency recently because they wanted to talk to me about growing their business. I was referred to them by an existing client in the same space. They’ve been “free-lancing” for years, but full time for two years. Their goal last year was to bill $40,000. They didn’t do it. During the past year, I’ve had many clients bill $40K in a month and some billed $40K a week. $40,000 a year? Why would somebody set that as a goal?
Then I thought back over some of the agency owners that I’ve worked with over the past three years.
I remember one that had sales averaging $2,100 a month. He paid $1,000 to get started. His first month working with me he did $3,800.
I remember one that had sales averaging $3,475 a month. She paid $1,000 to get started. Her second month sales were $6,800.
But, the one that I remember best went like this. An evangelist of mine told him that he had a sales problem and that he should call me. He pushed back by saying that he’d sold lots of different stuff and he knew how to sell. The evangelist said, “Trust me. Talk to Rick. He taught me.” We talked. We agreed that he wanted to get to $250K/year with monthly retainer revenue of $20,000. He paid me $7,000 to be evaluated and for a three month program. In December, the month before we started working together, he billed $3,500. In January, he billed $7,000. In February, he billed $14,000 and in March he billed $20,026. We met to wrap up our relationship and I asked, “We good?” He asked, “How much to get to a million?”
I have dozens of these stories, but I talk to hundreds of people. What’s the difference between the dozens and the hundreds? It’s not the money. If they have two things, they find the money. Skills, knowledge, talent? Nope! If they have two things, they get all those. Connections, product, service, experience? Don’t matter. Two things matter.
Desire – Most people will say that success would be nice, but they can think of a guzillion reasons that they won’t or shouldn’t succeed. If we can’t get through that, it doesn’t happen.
Commitment – Some think that “Doing whatever it takes” means long hours, taking on clients that you don’t like, or giving up their principles. Not so. It was summed up best by one of my favorite clients when he said, “I figure that there’s enough space outside my comfort zone that’s in your shadow and that’s where I’ll spend my time.” You have to be willing to step (not live) outside your comfort zone.
If I’ve got you thinking, feel free to do one of three things.
Talk to one of our partners about our 12 week sales & marketing integration course that starts 1/11.