John Whitehead, the former co-head of Goldman Sachs in the 1970s wrote 10 commandments that guided their business development efforts.
For many, commandant #8: Important people like to deal with other important people. Are you one?, stands out as a key guiding principle.
It’s a commandment that’s equally applicable to consultants, advisors or any type of expert.
So how do you become important?
As one might guess, there are a number of answers.
The first, and most arguably, most important, is that you decide to do so.
Sure, that might seem simplistic on the surface, but the reality is that most people are far more comfortable residing somewhere in the middle of the bell-shaped curve, than they are reaching for the leading edge.
Legendary venture capitalist Arthur Rock once observed that if you ask 100 people, Would you like to become truly rich?… all 100 will say “Yes”.
Rock went on to say, “However only a tiny fraction are willing to do what is necessary to achieve significant wealth.
The same is true for becoming important.
So, mindset aside, what’s next?
Commitment to building a brand.
Sure, you’ve heard that before. But what exactly does that mean?
The least important parts are logo, website design and business cards. Of course, that’s what everyone focuses on, but it’s misguided.
Think of the experts with uber-brands. Richard Branson. Martha Stewart. Ben Caballero (the #1 real estate agent in the US. And “no” he doesn’t sell pricey real estate in Beverly Hills or Manhattan. He’s in Texas. But more about him and why he’s important to you, in a minute.)
What’s Richard Branson’s logo?
Who knows or cares?
Think about the top people in your field. The ones you should be studying and following. What’s their logo?
Who knows or cares?
Why are they at the top?
Because they made the conscious decision to become important. And when you’re important, you draw important people to you.
But the reality is that you can’t be important to everyone. It’s a fool’s mission to try.
Thus, the strategy is to become important to those who can either hire you, or refer you business. But not just any Tom, Dick or Sally, who might know someone, who might know someone, who might…
That’s the strategy of the MLM crowd. (You never know who might be your next million dollar customer!!! Yippee!!!)
That’s not the strategy for those who are serious about becoming important to important people.
Ben Caballero is important to important people in Texas. Unless you live there, it’s unlikely you’ve ever heard of him. But, by being important to important people in a defined niche market, he sold over $668 million in real estate in a single year-which placed him #1 among all real estate agents in the United States.
I’m hardly in Ben’s league in my world, but I do OK. I’ve been fortunate to have leaders of some of the worlds largest and most prestigious consulting and financial services firms seek me out for advice. When it comes to client-attraction strategies I’m considered an important person.
I’m certainly not the only one-but I am one of them.
My path was through writing books and what’s now known as content marketing. This blog that you’re reading will be read over time by upwards of 350,000 people.
Maybe that’s a big number in your mind-maybe it’s small.
But here’s the important part.
It’s read by important people.
Do the important people in your world, think you’re important?
If not, maybe you should consider working with me to change that.
Food for thought.
Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube