Are You An Automatic?

Way back in the early 1980’s I helped establish a small executive search firm in Los Angeles.

As we were new on the scene and competing against larger and more established firms, our goal was to get in the game. We wanted to be considered in the same thought as the ‘big’ players when an employer needed staffing in the L.A. financial services community.

Some years later this concept took a larger stage as I traveled around eight Western states developing business for a (then) small, lesser known mutual fund provider.

Our goal in the region was to become an Automatic.

Simply put, our aspiration was to not allow a broker dealer in the midst of a product line-up decision to finalize their decision without speaking to us.

We knew if we had the chance to be in the beauty pageant, there was a high likelihood we would win it.

Think about it this way: if you are looking to buy an economical car from a foreign manufacturer, you most likely will not buy until you check out a Honda.

When considering a five star hotel vacation experience, you will price Ritz Carlton as part of your investigation and planning.

If you are looking to sell a house, there is likely one realtor in your neighborhood who you simply must call to get his/her pitch.

What is it about these brands or these people that have placed them in this coveted position?

How did they become an Automatic?

Three key ingredients:

Relentless Execution:

No secret potions. No shortcuts.

Becoming an Automatic takes time and a ton of sweat equity.

It’s doing the right things over and over again.

It’s building upon your strengths and taking action to shore up your weaknesses.

It’s exhausting and exhilarating…often at the same time.

Reputation:

Formally defined, it is:
1. The general estimation in which a person is held by the public.
2. The state or situation of being held in high esteem.
3. A specific characteristic or trait ascribed to a person or thing; i.e., a reputation for courtesy.

Whether you have a huge national brand and presence or a solid local/regional following, it has been built, in part, by the reputation that you have carefully created and nurtured.

An Automatic filters all that they do through the reputation lens.

Do you make certain that everything that you do every day is mindful of, and accretive to, your reputation?

Build a Fan Base:

It’s not enough to let the relentless execution and reputation grow your business.

Automatics have fans, cheerleaders, advocates, supporters, backers, promoters, believers, activists, and campaigners.

They are the folks that will sing your praises and open new doors – and they need to be carefully and delicately cultivated.

Automatics use the right fertilizer and grow a deep and passionate fan base.

Take a minute and think about your firm, your practice, and your product.

How Automatic is it in the eyes of your prospects?

For some, the answer will be a refreshing reaffirmation of your strategy and plan.

For others, it will be a sobering reminder that there is so much more work to be done.