I live in Las Vegas. One of the reasons that I reside in Las Vegas is that years back I moved here because of all of the conventions coming to Las Vegas. I speak for a lot of business-type conventions. I thought if I live in Vegas, then I can market to all the conventions coming here, so that way, I don't have to fly as much. Something I did extremely successfully when I first moved here.
I still speak at Las Vegas conventions, but I still fly around and speak at other places, too. My reputation began to pick up because this marketing consulting guy. I started doing little marketing consulting jobs here and there, and I got referred one time to this attorney. This individual left a firm and went on to start his own shop.
Remember, I got referred to him. He contacted me. I didn't call him up and solicit him. He calls me; I go down to meet with him, and he shows me the fancy paint outside with his name spray painted on the concrete for the parking spot. Then, he shows me the building. It was a prominent building. It was a 2-story building. He rented the whole thing out.
He walks me in, and then he has a grand reception. I am talking about, nice rug lying on the ground. It must have been pretty expensive. He then shows me the receptionist, an especially nicely dressed receptionist sitting there. No phones were ringing, but she was a slave to. He started showing me the office walking me around, the computers and takes me and shows me all the empty offices, nobody in there. He takes me to his office. He shows me the mahogany wood behind his desk and a nice desk, probably a $2000 desk or at least a $1000 desk. He's a gold-plated business card holder looking at it.
I'm said, "Wow, that's a magnificent card holder." We sit down, and that he says, "So what is your opinion?" I said, "I'm likely to inquire one question and how you answer I'll let you know whether you'll be bankrupt in 12 to 1 . 5 years." He said, "What?" I said, "Well, you heard me." People say "what" once they do not want to swallow the pill.
I said, "Well, you heard me." I said, "I'm likely to inquire one question and how you answer I'll tell you whether you'll be out of business in 12 to 18 months." I said, "You know you have a fabulous place here, man." "That parking spot available together with your name, man, you used great paint. I am talking about, the white turns up much better than the yellow. You have a delightful rug in there when you walk in the door. That's beautiful, man. Holy mackerel, If only I could afford an area rug like this."
"You got the receptionist. I'm figuring, man, she's probably a minimum of 40 grand a year. You are paying here. No phones are ringing, but she's sitting there just in case one does ring, and she or he will answer it. You've got a fabulous 2-story building, and I'm thinking you probably pay about 20 grand per month to have this excellent show." "You know, it looks good. You have a vast Hollywood set. You got each one of these amazing mahogany wood. You got this magnificent desk. You even had a more costly card holder i quickly have for anything. I mean, it is expensive. Holy mackerel. This is great." I said, "But here's my question. How are you getting individuals to walk in that door and give you money for the services?" There is a long pause just like at this time.
He explained, "What?" I said, "Again, you heard me. How's it going going to get people to walk in to that front door and give you money for your services? It appears I would have determined that out first before I went and spent all of this cash on all of this overhead to look good because you have not determined the most important thing." "What is the fastest method to the money? How can you earn money doing all of your services? Everything I see this is a liability. You haven't one plan, not just one part of place."
He goes, "Oh yeah, yeah, I actually do. I'm running ads in the yellow pages." I said, "So let me get this straight." I acquired a company card off his desk, and that i said, "You're likely to take this business card. You are going to blow it up big into a full-page ad and place it right into a phonebook in which you got 50,000 other lawyers and hope through the grace of God somebody finds you. Is that your marketing plan? Well, I understand where you are going to be in 12 to 18 months if that is your only marketing strategy."
He'd no clue. He'd no clue like most people because they do not understand the need for marketing. See, when I go into some niche or some business, I always figure out the marketing first. How can i get customers? How am I going to get prospects? How am I going to get clients? How can I get people to produce money? Let me obtain a couple of money in cash. Then, if I want to go get a building, I'll obtain a building. So what about everything other things if you don't understand what may be the fastest method to the cash.
When you visit my house for a visit, you will notice that sign. It is the same sign that hundreds of other consulting clients have seen when they walk in your office. The one thing about this is that I constantly have to bring them back to that 8 ball because that's the only thing that means something in the game of pool and also the game of business, knocking in the 8 ball, getting to the cash. Nothing else matters.
I still speak at Las Vegas conventions, but I still fly around and speak at other places, too. My reputation began to pick up because this marketing consulting guy. I started doing little marketing consulting jobs here and there, and I got referred one time to this attorney. This individual left a firm and went on to start his own shop.
Remember, I got referred to him. He contacted me. I didn't call him up and solicit him. He calls me; I go down to meet with him, and he shows me the fancy paint outside with his name spray painted on the concrete for the parking spot. Then, he shows me the building. It was a prominent building. It was a 2-story building. He rented the whole thing out.
He walks me in, and then he has a grand reception. I am talking about, nice rug lying on the ground. It must have been pretty expensive. He then shows me the receptionist, an especially nicely dressed receptionist sitting there. No phones were ringing, but she was a slave to. He started showing me the office walking me around, the computers and takes me and shows me all the empty offices, nobody in there. He takes me to his office. He shows me the mahogany wood behind his desk and a nice desk, probably a $2000 desk or at least a $1000 desk. He's a gold-plated business card holder looking at it.
I'm said, "Wow, that's a magnificent card holder." We sit down, and that he says, "So what is your opinion?" I said, "I'm likely to inquire one question and how you answer I'll let you know whether you'll be bankrupt in 12 to 1 . 5 years." He said, "What?" I said, "Well, you heard me." People say "what" once they do not want to swallow the pill.
I said, "Well, you heard me." I said, "I'm likely to inquire one question and how you answer I'll tell you whether you'll be out of business in 12 to 18 months." I said, "You know you have a fabulous place here, man." "That parking spot available together with your name, man, you used great paint. I am talking about, the white turns up much better than the yellow. You have a delightful rug in there when you walk in the door. That's beautiful, man. Holy mackerel, If only I could afford an area rug like this."
"You got the receptionist. I'm figuring, man, she's probably a minimum of 40 grand a year. You are paying here. No phones are ringing, but she's sitting there just in case one does ring, and she or he will answer it. You've got a fabulous 2-story building, and I'm thinking you probably pay about 20 grand per month to have this excellent show." "You know, it looks good. You have a vast Hollywood set. You got each one of these amazing mahogany wood. You got this magnificent desk. You even had a more costly card holder i quickly have for anything. I mean, it is expensive. Holy mackerel. This is great." I said, "But here's my question. How are you getting individuals to walk in that door and give you money for the services?" There is a long pause just like at this time.
He explained, "What?" I said, "Again, you heard me. How's it going going to get people to walk in to that front door and give you money for your services? It appears I would have determined that out first before I went and spent all of this cash on all of this overhead to look good because you have not determined the most important thing." "What is the fastest method to the money? How can you earn money doing all of your services? Everything I see this is a liability. You haven't one plan, not just one part of place."
He goes, "Oh yeah, yeah, I actually do. I'm running ads in the yellow pages." I said, "So let me get this straight." I acquired a company card off his desk, and that i said, "You're likely to take this business card. You are going to blow it up big into a full-page ad and place it right into a phonebook in which you got 50,000 other lawyers and hope through the grace of God somebody finds you. Is that your marketing plan? Well, I understand where you are going to be in 12 to 18 months if that is your only marketing strategy."
He'd no clue. He'd no clue like most people because they do not understand the need for marketing. See, when I go into some niche or some business, I always figure out the marketing first. How can i get customers? How am I going to get prospects? How am I going to get clients? How can I get people to produce money? Let me obtain a couple of money in cash. Then, if I want to go get a building, I'll obtain a building. So what about everything other things if you don't understand what may be the fastest method to the cash.
When you visit my house for a visit, you will notice that sign. It is the same sign that hundreds of other consulting clients have seen when they walk in your office. The one thing about this is that I constantly have to bring them back to that 8 ball because that's the only thing that means something in the game of pool and also the game of business, knocking in the 8 ball, getting to the cash. Nothing else matters.
About the Author:
James Malinchak, Featured on ABC's Hit TV Program Secret Millionaire, is recognized as by a lot of industry experts as the World's #1 Big Money Speaker Coach and Trainer. For Absolutely free Video Trainings on how to get money to speak and ways to turn into a motivational speaker, try see page and learn more.
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