How to easily and cheaply win the hearts and wallets of your competitors clients.
If you are playing tennis, basketball or golf for fun, you probably want someone as good, if not a little better than you, to make it fun. If they are far better or far worse than you the game is not nearly as fun.
However, if you are playing for money, your mindset changes. If you have a hundred dollars riding on the game you probably want to play an opponent that is worse than you. Or you may be extremely competitive and want to play someone better than you. Either way you want to win, right?
How do you stack the cards in your favor when playing for money? You try to find out your competitors weak spot, don't you? If your opponent has a bad backhand, where do you hit the ball?
To his backhand.
How often?
As often as possible.
Why do professional teams and successful businesses spend so much time in the screen rooms?
Admiring how great their opponent plays? NO WAY! They are looking for weaknesses to exploit.
To win championships you can't just be a great athlete. To win in business, you can't just be a great businessman. History is filled with great athletes that never won a championship. History is filled with great businessmen whose businesses failed.
In today's world, great athletes and great businessmen have become a commodity. It is extremely rare to find an athlete that can win over their competition just by skill alone.
How do great athletes and businesses assure success?
They are experts at identifying their opponents' weaknesses and exploiting them.
Think of all the great baseball pitchers. If they are pitching against a guy that can't hit a curve ball, but is great on fastballs, what are they going to pitch him? Do you think he's going to throw a fastball just to keep things interesting?
NO WAY! He's going to throw a curve ball!
It works the same in business. You must be a great athlete. You must be good at what you do, but that is not enough. You must capitalise on your competition's weaknesses otherwise you will lose.
Why? Because we all sell the same things, and we all claim to have great service.
For example, all financial advisors sell the same mutual funds and the same investments. And, it's very difficult for the public to find out if one advisor really is better than everyone else until it's too late. As advisers we have no way to demonstrate to them that we are better.
Two of your competitors hugest weaknesses that you should capitalise on immediately
- Your competitors do not contact their clients enough about NON-financial things
- Your competitors think having satisfied clients is a good thing
So while your competitor is trying to control the uncontrollable and while your competitor is spending all sorts of money on seminars, newspaper ads, brochures and flyers, you simply need to contact their clients. Simply let them know that you care about them as human beings. It's very cheap, very easy and very appreciated by your competitors' clients.
I personally built a practice in two years with over $33 million in new money invested, by simply spending 6 hours per week writing handwritten notes to my opponents' clients. Now you too can whack your opponent's Achille's heel over and over and they won't even know you are doing it.