People go through life managing daily urgencies. It's how we operate.
You have a long list of essential things that need your focus, and you're aware of them all, but unless one thing is screaming louder than everything else on that list, it won't get your attention. In other words, we only ever focus on something important and urgent.
And that's precisely how we run our businesses.
A restaurant owner is well aware that those stripes on the parking lot are 90% gone, and the oil stains cover most of the lot. But they've got five other urgent and important things occupying their mind right now that need to be solved.
However, when you come in and say, "Hey, I've noticed your parking lot lines are almost gone, "you offer to solve that problem for them, and they'll jump on it. Because they are aware of it. It just never climbed to number one on their to-do list.
And that's what Profit Activator 7 (nurture lifetime relationships) is all about.
You start by cleaning the windows for someone. While doing that, you note down all the other things they'll eventually need.
Things like,
- Does the parking lot need striping?
- Do the curbs need repainting?
- Do the sidewalks need pressure washing?
And so on.
Because you know what? All of those things are on your client's to-do list already. This means you've got an opportunity to serve that person month after month. And because you're somebody they already know, like and trust. All it takes is one short email saying, "Hey Jerry, I was cleaning the windows at your place earlier and noticed your parking lot needs some striping. We're having a special on parking lot striping this month. Would you like us to come out and do the parking lot for you?"
And you can "serendipitously" fall into their world at the right time again.