1. Be clear about your value to clients, and accept your mission to provide that value to as many people as can possibly gain from it. Don’t be afraid to blow a horn to get their attention.
2. Never assume the client is damaged. The client is smart enough to be talking to you.
3. Learn to accept rejection (from buyers, it’s part of the profession) and reject acceptance (from gatekeepers, whose job it is to block you).
4. Never believe you have the only way. Provide the client with options that are all good ways, so the decision is “How should I do this?” and not “Should I do this?”
5. Don’t think about or pursue perfection. Think about and pursue success.
6. Remember at all times that wealth is discretionary time, and the blind pursuit of money can actually erode you wealth.
7. Your physical presence is not of inherent value. The client’s results constitute value. Ergo, don’t tie the two together.
8. Routinize your inputs, customize your outputs.
9. IC to IP to IB: Intellectual capital must be manifest as intellectual property which can then be transformed into income that’s bankable.
10. Your best credentials are your results. Initials, “certifications,” ratings sheets, and degrees are mostly irrelevant and usually dumb. Provide a testimonial from a delighted client and it doesn’t matter what school you went to.
11. You should think about marketing all the time and delivering some of the time. Those who advise these are mutually-exclusive are universally unsuccessful.
12. Think in terms of speed and responsiveness. They display your sense of urgency, character, and professionalism.
© Alan Weiss 2010. All rights reserved.