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BUILDING
YOUR BUSINESS
(Fifth in a series of Nine Articles)
On The Bus
Get the right people for your colleagues, clients, and customers
By Stan Hustad
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The noted business writer, Jim Collins, author of Built
to Last, a story of enduring companies, is now focusing his thoughts
on what makes a business great. In his new book Good to Great; Why Some
Companies make the Leap & and Others Don't, Collins begins with
a simple principle; the business that seeks to be great should get the right people
on the bus, the wrong people off the bus, and then get the right people in the right
seats. This simple truth has profound and extended applications.
First of all, if you are serious about having a business and not
just a professional practice, you will need to have other professional colleagues,
not just your assistant. In a practice you will be compensated on what you do and
how you perform. When you build and own a business, it is the business that performs
with your leadership. The business brings value and makes money even when you are
not personally performing or providing the service. Build a business with colleagues
and not just a practice of one (you).
Next, don't try and change people, get the right people. When
Deb Newman of Newman Financial Services (a premier Long Term Care Insurance firm)
put together her business one of the first things she did was write a simple document
entitled, "What we Value at NFS" It listed a number of
truth statements. It was her way of saying, "the people on the NFS bus must
share my values, work ethic, appreciate the clients as I do, and work well together."
Finally this truth helps you decide what kind of clients you want
on your business bus. Mark Johnson of Johnson Insurance Consultants and former NAIFA
president, recalls being asked in an interview what made for quality client relationships.
He paused, thought, and said, quality clients. Bingo! One of my clients after a session
to identify key beliefs said, you know most of my client problems come from people
that I know don't share my beliefs and values. When you build a business with colleagues
and clients, decide who should be on the bus!
My business building challenge to you is resolve now to
be a business owner and not just a professional advisor. Write down what you value
in your life and business and set the standards for your colleagues and for your
clients & and follow through.
BUY
STAN'S BOOK: You Make The Difference
This is the book that will help you perform
at your best. Overcome your fears, create a powerful image, decide what you want
in your life and business, and then market yourself with confidence, creativity and
high impact.
Stan Hustad is a performance coach to leaders and entrepreneurs
in our industry. He is the author of YOU Make the Difference: The Financial Advisors
Performance Guide to Marketing You! He provides presentations and workshops to
help insurance and financial advisors perform at their best and market themselves
with confidence, creativity, and high impact. You can reach him at 612 729-0420 ptmark@aol.com, www.ptmgroup.com
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