If you own a business, then you've most likely been asked this question an abundance of times. The answer is simple: "You cannot afford not to use my services," or "You cannot afford not to buy my product."
The basis of this is that to be successful in business, you have to be so good at what you do that clients, upon inquiring about your product or service, quickly find out that they have no choice as to whom to do business with.Â If you can't make your clients money or satisfy their needs to an amazing extent, then tell them that.Â Does it sound arrogant?Â Absolutely.Â However, if it's true, then you best tell them.
For instance, if you want your portfolio to grow, you go to Goldman Sachs or a topnotch hedge fund.Â You don't go to a "chop shop brokerage firm" that is full of gamblers who cannot analyze a stock if their lives depended on it.Â The people at these organizations are not naïve; they know you're in a predicament and they leverage that to charge what they do.
Apple has the same hold on the "Why should we go with you?" question.Â Their answer is that, "If you want a good computer, where else are you going to go?"Â The best part about it is that it is true.Â Apple knows that Macs are not only better, they are also firmly aware of the fact that their computers, socially speaking, are cooler and give the owner a sense that he or she has a luxury.Â When someone has a MAC, they have the Rolex of computers.
How do you get to the point where you can answer the question at hand with the exact response that is the basis of this article?
The answer is not going to surprise you: It's compulsive (not hard) work; an undying love of beating the competition, combined with intelligent, creative thinking.
Though, as a business owner, large or small, do you know what hard work means?
Do you know what hard work means when it applies to entrepreneurship?
Entrepreneurs – true entrepreneurs – sometimes feel slighted when somebody tells them that they "work hard."Â True entrepreneurs don't work hard, instead they are compulsive and want to hear from their clients that they did the best job that client has ever seen.Â Successful business owners don't usually think about what they do as work either.Â They think of it as a game, and it's sure as heck a game that they are determined to win.
As a matter of fact, many VC firms are giving psychological tests to the potential business owners to ensure that they are not "hard workers," but that they are "compulsive." Obviously, there is an extent to being compulsive; you don't want to end up in a hospital.
In the below statement quoting Ray Kroc, the founder of McDonalds, the legendary business man was unable to hide his undying devotion to being able to answer the "Why should I go with you question."Â Here is one slip up where he alludes to believing in McDonalds more than he does God at certain points in his day:
"I believe in God, family, and McDonald’s. And in the office, that order is reversed."
All entrepreneurs should have the mentality that they will do anything and everything possible (in an ethical standard only) to reach the pinnacle that is being able to give the answer,
"You cannot afford not to."
Ken Sundheim is the founder of KAS Placement Executive Staffing, which is a 5-year-old company with nearly 10 employees and growing at a very rapid pace. Read more about Ken here.