Article by David Selter
I’m in the fortunate position where I’ve personally worked with literally hundreds of Water Damage companies, small and large. I’m also always getting calls for advice as to what to do to increase the size of my client’s companies.
Out of all of the possible answers to this, I’ve narrowed it down to some of the top characteristics I’ve seen from the most successful companies I’ve worked with as compared to the most unsuccessful:
They are hustlers. Sales and marketing make up a large percentage of their thoughts and conversations. They know to expand a business you have to sell and market like crazy. They come to work thinking about how to sell more. They don’t sit around waiting for business to come to them. They try every possible avenue to go out and grab it. They create their own luck. That doesn’t mean you have to be a gregarious extrovert to be a hustler. In fact Susan Cain, author of “Quiet: The Power of Introverts in a World That Can’t Stop Talking” says that as entrepreneurs, introverts succeed at a high rate because they “create and lead companies from a very focused place. Another big plus, she says: Introverts are not interested in leadership for personal glory, and they steer clear of the cult of personality. Their emphasis is on creating something, not on themselves. So introvert or extrovert, these successful people are the hustlers. While everyone else is taking a reasonable amount of action to succeed, these people are dominating by taking massive action.
They are survivors. They persist through anything. There is no such thing as a “bad economy” or a “slow season” to them, they see that as a marketing opportunity to get more business while everyone else is complaining about it and dying out. When things get slow, they don’t sit around and complain about it, they do something about it. They kick up their marketing, their advertising and their networking to overcompensate for it. They turn a negative into appositive. Then when things picks up, they own even more of the market share.
They are everywhere but they are not stupid with their ad budgets. They spend a lot of money on advertising and marketing, but it’s not stupid. It all gets them an ROI. They know how much a marketing campaign is making them. They don’t spend money on things that don’t get a return. They spend lots of money on many different marketing campaigns…that make them money and drive phone calls and contracts.
They are positive people. They think things will work 1st, then they get it to work. You don’t find ultra-successful people with negative mindsets. They get a game plan, assume it will work, and stick to it. They don’t give up because after one month they haven’t seen results. They put their head down, keep going, and blast out their plan before judging it. AND they have no tolerance for negative people. Most people put out only average effort, so when they see you putting out mega-effort their own comfort level is threatened and they tell you – it’s a waste of time, it’s not the market for it, it’s too late, why hasn’t someone else tried it. If you want to be average, listen to the negative comments of people threatened by seeing you taking massive action.
And finally, they don’t want to compete in the market, they want to dominate it. We knew a small unknown start-up service company who was going up against some very established companies in their industry. The owner made it his mission to talk to every decision maker and get his information and price list on EVERY desk of EVERY potential client in Houston. Six months later one of his better known competitors called him and asked if he wanted to buy some of their equipment. He asked why they were downsizing and they said “How can we compete with you, you guys are everywhere!” He wasn’t a genius who figured out some revolutionary new marketing technique. He was just determined to get his name out everywhere and always, and soon he WAS the dominate company in his industry. Be “EVERYWHERE” in your area. Dominate it! Own it! It’s not just about spending money. Get your name out and keep it out any and every way you can. Brain storm, try everything. The more mud you throw against the wall, the more will stick. Remember the old adage – success is 1% inspiration and 99% perspiration. Soon the other companies will be saying “How am I supposed to compete with that?”
Think like the big guys, become one. Think small, stay small.