<< Joe, just do the job. I'll collect the money. >>

I have an embarrassing confession to make.

 

Many years ago, I demanded a certain percentage of a job for which I hired a friend. I insisted on getting 10% of the overall pay.

 

I called him.

 

"Joe, just do the job. I'll collect the money."

 

"Why can't I collect it?"

 

"I need to take 10% of the pay. I promise I'll give you the rest."

 

"But I'm doing the work."

 

"But I'm the one who got these people," I explained.

 

I had just told this billionaire off. But he went along with my plan.

 

OK. Joe was not a billionaire at the time. But he became one. We we only around 13 and 12 years old then. The customer was on my paper route. The job was shoveling snow off their sidewalk for $5.

 

Joe did the job, and I gave him his 50 cents. Later, he went to a fine college. Then he got into banking, working for some of the big companies on LaSalle street in Chicago. Shortly afterwards he started his own finance company. Now he's a billionaire.

 

I'm not going to mention his last name, nor the name of his company. Joe keeps a low profile. I want to respect that. Also, I don't want anyone bugging me for a job at his company. Even he leaves that decision to those below him.

 

The point of the story, is that what I had that day, long ago, was something precious. I had a reputation.

 

Something that even a billionaire could appreciate.

 

These neighbors on the next block knew of my good work. I could flip the Chicago Tribune at 7 a.m. on their porch as I buzzed by on my bicycle. Making sure it landed on a dry spot if it threatened rain.

 

So they trusted me to do another job.

 

Joe was benefiting, too. (Actually, a worker who gets 90% on a job has gotten a darn good deal.)

 

Joe took the experience in, as well as a lot of other knowledge, and turned it into a well-respected company with hundreds of employees.

 

What marketing lesson do we get from this?

 

Jonty Yamisha, a marketing consultant about whom I've talked of before, told me once that there are three requirements to making a sale, any sale:

  1. Credibility 
  2. Trust      
  3. Intimacy       

Those neighbors long ago believed I was capable of both delivering the paper, and shoveling snow. They trusted that I would not rip them off. And I had known them personally, since back in those days, before thugs mugged paperboys, we personally collected the fees.

 

It's not easy to cultivate the qualities above. You have to work hard at getting it. Then you have to keep it. And when you have it, it's golden.

 

Joe, if you're reading this, I want to say I didn't mean to make you angry. As a matter of fact, if you can find several more clients, I'll consider making you a partner in my snow shoveling business.

Sincerely,







Kevin J. Banet
President, TreeFrogClick, Inc. marketing
(708) 393-4098


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