Chapter 4: Visibility Video Supplement
If you believe what I am about to tell you, and make it your business to do something about it, your future success will almost be guaranteed.
Not enough people know you’re alive.
The lesson shared in this video is also what I term “a keeper.” That means that if you learn nothing else from our time together, I want you to, at the very least, believe the six words printed above. And if, by chance, a good number of people do know you are alive, I want you to memorize the next 11 words.
When you are out of sight,
you are out of mind.
Regardless of your particular industry, it is a competitive jungle out there and the world is filling up with “noise” faster than you can tune into Jerry Seinfeld reruns. The long and the short of it is we are inundated with information coming from any one of a thousand directions. What we have is not a failure to communicate, as was brought to our attention in the movie Cool Hand Luke. What we have, is too much communication.
The human body is an incredibly adaptive mechanism. To prevent from imploding or at the very least, short circuiting our brain weaves, we all have the skill of tuning people (and things) out of our lives if they don’t immediately pertain to our daily interests.
Therefore, if you are to make a point with a client, prospect, suspect or anybody else for that matter, it is your job to do what needs doing to enter their attention zone. This is much easier said than done. Remember, the “Tune-Out” mechanism is a sophisticated, and highly effective device, honed to perfection after many years of practice and usage.
If you want people’s attention, it is your job, and in many instances, your responsibility, to get and remain visible … and here comes the rub … without becoming an obnoxious, obtrusive bore.
The Rule of Seven. If you had to hang your hat on any one practice, this would be it. This rule states: If you are serious about doing business with a prospect, it is necessary to plan on contacting them a minimum of seven times … in each 18-month period.
This rule implies consistency. It is used to prevent a haphazard, hit-or-miss, hodgepodge feeble effort to growing your business by luck. If you can’t commit yourself to adhering to the Rule of Seven, don’t pretend that you will soon be enjoying a growing business. You won’t be. This is one of those rules you can take to the bank.
That being said, I want to add that there is nothing magical about the numbers seven or eighteen. Remember, the rule implies “consistency.” Ten attempts over twenty months is just as valid. The secret, or key, is spelled consistency.
The 12 x 12 Rule. This is another rule you may want to plug into your monthly game plan. It too was created to insure a consistent and persistent approach to establishing a working relationship with a defined
group of targeted prospects. It also takes into consideration the deadly fact that when you are out of sight you are out of mind. And, now that I think of it, it respects any limitations you have on your time.
Here is how it works: You identify the top twelve prospects on your list with whom you want to do business. Then, you make it your business to contact each one of these prospects once a month. Get it? 12 x 12.
Many of you may feel that this contradicts The Rule of Seven, but remember, it is the idea of consistency that is being highlighted.
Either approach – The Rule of Seven or The 12 x 12 Rule will pay dividends if you adopt it as a way to go to market.
Visibility remains your biggest problem. And when you are out of sight, you are out of mind. These two rules will work for you.