To be meaningful, any
change in life or in business has to be dramatic. Minor change is easy to
accomplish but results in only minor differences. To increase the sales in your
business by say 150% in three months will take massive changes in both your
thinking and the way you do things.
In
order to HAVE anything in life we all recognise that we have to DO something to
achieve it. If you want wealth you must invest. If you want love you must first
give it. If you want respect you must earn it. No matter what you want, you
need to DO in order to HAVE.
But
DOing is not the only thing you need to change in order to HAVE. You must
BEcome the person who would have the things or persona that you desire. You
must develop the identity, beliefs and values that the person who has those
things has. We’ve all heard of the Lotto winner who, within three years, lost
the several million he won. He didn’t become the “millionaire”.
Let’s
talk a bit about BEcoming. Everyone has an identity that they developed,
usually at a very young age. That identity has values and beliefs that can
limit you. Perhaps you believe that customers are always looking for a
discount. You will attract that sort of customer to your business because of
your belief. Maybe you believe that business owners are greedy. What do you
suppose you will be when you own your own business?
In
order to HAVE something like a million dollars, you have to develop the beliefs
and values of a millionaire, and believe me they have an identity that needs to
be copied. In fact it is said that you will earn + or – 10% of the earnings of
the three people you associate with the most. Why? Because you develop the
values and beliefs of these people.
Business is no different.
In order
to HAVE amazing customers, and amazing businesses need amazing customers, you
must develop your business into one that will attract amazing customers. What
is an amazing customer? It is specific to your business. Only you can define
for yourself the characteristics of your amazing customer. Perhaps it includes
a customer who always pays cash. Maybe one who sends you lots of referrals. You
must identify who your amazing customers are and what these customers want. You
must know how these customers shop. You must BE the place where these customers
want to shop.
And the
same is true of an amazing business. It is one where your amazing customers
shop. It consistently delivers more than your customer expects. The amazing
business attracts these amazing customers.
Once you
are the business, then you must DO the things that make these customers know
what the perfect business will do for them. Imagine, if you will, an owner of a
Jaguar leaving his automobile at the local garage that looks as though it has
never seen anything better than a ’64 VW Microbus. Not likely. If you want the
customer to come you must BE the business to which he will come.
If
you are the person or business that attracts the people in your ideal target
market then they will come. Just remember you must Be as well as Do in order to
Have.
Andy Ng is a Business Coach & Trainer with Asia Coaching
Training. Visit www.asiatrainers.com for
details. Andy conducts weekly seminars
on 61 business topics. He also conducts 6
types of weekly Group Coaching Programs and limited one-to-one Coaching
Programs. Email to andyng@asiacoachingtraining.com or text Andy at 65-82014347 now.
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