Solve The Problem. Don't Mask It. Dear John,
One of the most disgusting places on earth is an airport bathroom.
Thousands of people from all over the world, with varying degrees of hygiene, pass through there each day. All of these visitors rush their activity because the have someplace else to be. This confluence of factors combined with overworked and understaffed maintenance teams, results in a horrible olfactory experience for the restroom visitor.
In short, the place stinks.
 At some point in the history of bathroom technology, someone believed they were called to address this issue. This person, the Thomas Edison of toilets, the Da Vinci of disinfectant, the Picasso of plungers, came up with this idea (photo left).
In case you are not familiar, this contraption automatically sprays an overly fragrant aerosol mist into the air every 30 seconds. The result: a conflagration of sewage smell and lilac that is gag-inducing. This marvel of modern technology attempts to mask the odor and instead of solving the problem, makes it worse.
The true solution is to clean the facility with greater frequency and thoroughness.
Clean bathrooms don't stink.
How often do we do something similar in our business? We mask the problem instead of investing in a true solution.
I see this everyday with professionals (especially lawyers). - Hire an SEO expert to attract clients
- Run some Facebook ads
- Let's throw up a billboard on I95
- Maybe sponsor the chamber networker
- Oh and hire the guy with the great personality to be our "marketing director"
While these tactics may be effective at spraying the environment with your message, they are masking agents. They are not real solutions. The real solution is to develop a plan for increasing visibility, deepening credibility and differentiating you and your firm from everyone else who does what you do.
A good business development plan educates people on the problem they are facing, motivates them to call you for more information, and highlights why you are the BEST person to solve this problem. You do this by speaking to groups, writing articles and books, distributing educational videos and podcasts, and communicating with frequency. You prioritize relationships not tricks.
So what do you do now?
First: Talk to your clients. Ask them what challenges they are facing.
Second: Align your resources to solve those problems.
Third: Help people understand the depth of the problem and why they need help solving it.
Fourth: Offer your assistance.
Finally: Stay in touch. Be ready, willing, and able to help.
Spraying perfume over crap just makes people gag.
Get back to basics and develop relationships. This requires work but it is the most effective path to organic growth.
Need help? Give me a call. We can set up a system that works for you and helps you achieve your goals. Once the system is in place, you have it forever.
Have a great week.
Warm regards,
Dave Lorenzo
Revenue Growth Expert
Toll Free: (888) 444-5150
Miami, FL: (786) 436-1986
EMail: [email protected]
Website: DaveLorenzo.com
P.S. Not convinced? Ask a few of the people I've worked with in over 20 industries during the past 25 years. Even better, watch what I do to develop relationships in my business. I employ everything I teach - and you should only work with people who do the same. | 
