I was just asked how I built our speaking/consulting/coaching practice over the years (we incorporated and began it part-time in 1977).

Here is the answer:

I didn't know what I was doing. So I just did whatever I knew.

Looking back, the answer is clear:

a. I wanted to use my expertise to help people.

b. I had to do 'a' for money.

c. In order to do 'a' and 'b', people had to know me, trust me, and believe me/experience the results.

It would be easy to wax poetic about a structured business plan (didn't have one), raising capital (got a $5,000 loan on a handshake with the president of the local bank), or the drop-dead marketing plan (I just wanted to do what I wanted to do).

5 There are only five things that have been consistent and that I find haven't -- and shouldn't -- be changed.

1. First impressions are made within about four seconds but can last a lifetime. Create first class relationships, presentation materials, and now a top-notch online identity. Only hire primo individuals as employees or contractors; they are who your clients will use to judge your business.

2. Stand for something unique. Differentiate in a way that resonates with your community without being whacko-trendy. (Unless, of course, your product or service is "whacko-trendy").

3. Network and do business through referrals. Your introduction to an opportunity changes how you are perceived and treated. Too many coaches, consultants, and training people cold call the world instead of networking with targeted groups of individuals who can be both informative and valuable connectors.

4. Let clients experience your performance. If they take your services for a test drive they will likely want more of you down the road.

5. Don't sell your services; build friendships. People do business with those who they consider their friends. Most people attribute positive attributes to all aspects of a person's abilities if they first approve of that person's character and personality. Pay attention to the depth of your character; your personality will reflect it.

Whether you are starting a retail business, a consulting practice, or interviewing for your first job, invest yourself in these five activities. No matter what is happening around you continue to hold fast to them. They have proven faithful for 32 years as long as I remain faithful to them.


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