What Business Are You In?
Although the way you answer the question “What business are you in?” may not seem all that significant, it can have a significant impact upon your business. I’ve heard Dan Kennedy in seminars ask people to tell him what they do. They will often come back with I’m an insurance broker, I’m a contractor, I own a restaurant, etc. He explains that your attitude, or definition of who you are has enormous impact on how you allocate your time and energy. If you see yourself primarily as the doer of things that an insurance broker (contractor, restaurant owner, etc.) does, then you will get around to marketing if there’s “time left over” after doing all you do.
Most business business people view themselves as doers of what they do, with the task of getting people to do it too as a necessary evil. The marketer sees the acquisition, retention and value maximization of the customers as his primary role, with the doing of the service the necessary evil. Obviously, technical skills related to the delivery of a quality product or service are important. But they are not nearly as important as the ability to market those same products or services. And it is infinitely easier to delegate the doing than the marketing in just about every business, because there are plenty of good doers who are terrible marketers, who, because of that, can be hired cheap.
Start thinking of yourself as primarily a marketer of whatever product or service you offer and see if it has an impact on your activities. I suspect it will not only affect your daily activities, but your entire business will benefit.
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