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E-ssential
Message # 078:
Grow your own money tree -- and then turn it into a money forest!
Stuart is one of the slowest canoe buddies I've ever paddled with -- and one of the quickest thinkers and smartest people I know. So, when he told me that the trees we were gliding past in our canoes reminded him of money trees, I knew it was going to be worth my while to listen to him.
Stuart came up through the ranks of corporate consulting in South Africa and went on to become a partner in a mergers and acquisitions company. That’s where he became known as the ‘turnaround’ artist, taking struggling companies out of the red and solidly into the black. Stuart left the big city and now runs his consultancy business from cottage country north of Toronto. (Learn more about what Stuart does here.) But it was as a young consultant that he learned about the money tree -- a concept that helped him grow his business several-fold over many, many years.
"OK Stuart, tell me what a money tree is," I prodded him. (Unless you're being chased by a moose or a bear, people tend to take their time in the wilderness.)
“You know how people say money doesn't grow on trees?” he asked. “Well, I always made sure I found clients who helped me grow my money trees."
I knew this was Stuart just drawing out the story, taking his time, so I didn't say anything and waited for him to continue. Finally, he looked up and used his paddle to point to a tree on the bank of the river. It was a skinny little tree with just a few branches.
"See that tree? Most consultants have clients like that tree. One tree, one project, and then they're on to the next client and the next project. It takes a lot of work to grow a forest made up of that kind of tree. Now look at the that tree over there."
He pointed to a much bigger tree with a lot of branches.
"When you have clients like that, one contract leads to another, which leads to another and another. Sometimes the next contract is in the same department; other times it's with a different department. And if you trace the development of all your projects it looks like the branches of a tree."
"OK so before you spend too much time on one client or another, you draw a money tree for each one which ones have the biggest potential -- like mind mapping," I explained to show him that I understood the analogy, "and those are the ones you focus on."
"Right, but those aren't the best money trees to grow."
"No?"
"No, the best money trees are the ones that drop seeds everywhere for you. I had one client who would refer me to his company's customers and come with me to the first meeting to give a personal testimonial. I always got the business."
"If only our clients were so nice..." I ventured.
"Nice had nothing to do with it. You see, the more I helped his customers build their businesses, the more product they bought from his company." Stuart dug his paddle into the water and gave a good, hard pull.
"That's how you grow a money tree, and then turn it into a money forest."
Asking your best clients for referrals is smart. Asking your best clients for referrals amongst their customers and clients is even smarter. Stuart now gave me some time to let it sink in as the current picked up and gave our canoes a little push.
Where is your money tree?
Who is Michel Neray and What's The Essential Message?
The Essential Message is about discovering your true differentiation and then learning how to communicate it in the most compelling way. But higher sales, greater alignment of sales and marketing and a stronger brand position aren't the only reasons why so many independent professionals, entrepreneurs and emerging companies rave about The Essential Message.
Clients also say that one of the biggest advantages of the Essential Message approach is how it helps them gain the confidence, momentum and resilience that can only come from being absolutely clear about their strengths and unique difference – as companies and as individuals.
The Essential Message was created by Michel Neray based on 25 years as an award-winning copywriter, an entrepreneur, a tradeshow pitchman and a senior sales and marketing executive. (He also rides motorcycles, does whitewater canoeing, and has his 2nd degree black belt in karate.)
For information about our corporate facilitation, copywriting and consulting services, or booking Michel to speak at your conference, please call 416 534-4766 or link to www.EssentialMessage.com.
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