Whether you’re a sales representative, a business owner, or an entrepreneur, there is one thing you must understand: You are in the attention business.
That’s right, folks! We, as people who are taking control of our lives to create these insane results, cannot survive professionally (and often personally, let’s be honest) without attention. It’s our most valuable asset, next to the skill or product that we sell, and it’s become a currency over the last 20 years in a way that has never been seen before.
Years ago, when I started Alan Dickie Inc., I knew what I had. I had techniques, skills, and approaches that were just aching to be released into the world to change lives.
But the other thing I knew I had was a problem – and that problem was that the vast majority of the planet did not know who I was.
How was I going to allow people to get to know me, much less trust me enough to seek my services?
So I started thinking back to my days in the dealership when I first entered the automotive industry at the tender age of nineteen, and realized that the equation was simple.
The more people I could get in front of, the more success I could experience. Period.
Through studying and listening to some of the best of the best out there – and a little bit of trial and error – I decided to go for it. And that’s when we arrive to the video that, if you’re here, you’ve probably seen: Get out of the car business while you still can. That video launched me, more than anything else I’d ever done, towards the income levels I experience today – and it’s because it got people’s attention.
And yet so many of the people around me seem to have a hard time grasping the fact that we are in an age of unlimited opportunity.
As an example, when I go into dealerships, I always like to ask two questions.
First, I ask: “Who here has been told that they’re a business within a business?”
Almost every hand in the room flies up before the last word has come out of my mouth.
But when I turn to those people with their hands in the air and ask “How much money did you spend marketing that business within a business last month?”
To drive my point home a little deeper, I’ll then look to the owners and managers. “What did you spend on marketing the dealership this month?”
The answer is usually somewhere between $20,000 and $80,000 and every cent of that goes towards purchasing your (say it with me now) attention.
I know a lot of you are likely reading this over a coffee and thinking “Sure, makes sense, but I’m not a huge business. I can’t afford an employee.”
And you’re right! Maybe you can’t produce these massive incomes off of your own back – yet. With the exceptions of the guy who wins the lottery or the professional athlete, it’s just not enough. But what you can do is put on your suit, straighten your tie, set up some lights, and smile for the camera, because video marketing content is an employee you never have to pay, and that only slacks off when you do.
Something as simple as getting your face out there to your target audience is going to do amazing things for garnering the attention you need to begin building to the point that you will be able to afford a team. You will be able to spend five digits on marketing.
But it all starts with that magic word, attention. So what’s holding you back? Get suited up, put yourself out there, and start grabbing some, because it’s the only currency that’s going to guarantee you the results that you want and deserve.
Whether you’re a sales representative, a new business owner, or a CEO, we are all entrepreneurs. With that in mind, check out my FREE program: WX5: The Five Ws of Entrepreneurship.
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