How rainmakers make rain
By Ernest Falkner III
Zillion Dollar Thinking
Definition of rainmaker: An employee, producer or entrepreneur who creates a remarkable amount of new business for a company or institution. This term is often used in the context of the financial services, marketing/ advertising and various other industries.
The decision to become a rainmaker is one of choice and not made by accident. Today, that decision can be timely and important given the climate of the economy and the hungry need of business for new sales. The list could be long as to why one would want to (or not) consider this road.
Clearly, the rewards outnumber the liabilities, but rainmakers know nothing in life is achieved without sacrifice — a price — to achieve extraordinary results.
Simply put, rainmakers generally have the following four traits in common.
1. They identify the problems. That means the buyer’s problems, the market’s problems, the economic climate problems, the product and service problems, the competition’s problems. In all they are keenly sensitive and driven by the need of the problems and what it will take to solve them (even their own).
2. They are world class examples of commitment. In every sense of the word, they are committed to a solid work ethic, committed to integrity, committed to service, committed to excellence, committed to deliver results — even when excuses are common. In all, they are committed to “whatever it takes.”
3. They sell solutions. Products, services, plans, guides, webinars, graphics, books, magazines, mailings, digital apps, etc. are not stand alone objects. They are solutions to a problem. The rainmaker knows how to match the right solution to fit the correctly identified problem (due diligence and suitability). It is truly that simple, but how many really qualify for this rare membership?
4. They are driven into action. They realize that all the fantasies of success in this or any other field will not happen without specific, dedicated and focused action. They know the difference between the activity of the clown with the spinning plates versus closing the deal, collecting the money and leveraging that success to the next one.
Their results are their resume.
Additional “Zillion dollar thoughts” of rainmakers:
They know that it universally costs $450 to make a selling call. They know how many attempts (based on their product/service costs) that will invert profitability.
They dollarize everything.
They understand the maxim of “penny wise and pound foolish.”
They are married to a model — a transferable, repeatable and pre-planned format or system.