marketing & sales: Are You the George Clooney of Your Market
Get me Will Smith!" "We need Sandra Bullock!" "Call George Clooney!"
These mega-stars are known throughout the world. Fans love them for their big personalities and their blockbuster movies, but in Hollywood, they're known for the "cha-ching!" sound studio executives and investors hear whenever they're cast in a new film. In the movie industry, the Will Smiths, Sandra Bullocks and George Clooneys of the world are known as "bankable stars," a term used to describe an actor who can give investors utter confidence that they will achieve a return on their money by ensuring a large box-office draw. They are rare, highly sought after and earn the highest fees in the industry.
The truth is there are bankable stars in almost every industry. And when you can become the George Clooney of your market, it will be great for business.
Just like the bankable stars you see in Hollywood, there are companies and individual executives in every market, who like their West Coast brethren are highly sought after and bring in high fees. I call them "bankable advisors." Some are individuals and some are firms. Regardless, clients love them.
Examples of famous bankable advisors include: Alan Dershowitz (law), Jim Collins (management) and Marshall Goldsmith (coaching). Corporate executives who are in this club might include individuals like Alan Mulally at Ford, who also was a superstar at Boeing, and JPMorgan Chase & Co. and CEO Jamie Dimon, who previously led other successful financial institutions.
Fortunately, you don't have to be globally eminent to achieve bankable status. Regardless of your profession, in your particular market niche, you can become a bankable advisor without the galactic notoriety of Good to Great author Jim Collins. In fact, I can give you two great examples from my own network.
One is a sales executive who is considered the "most connected" individual in the industry he serves. He's at the crossroads of market information and always knows who is up, who is down and what the latest market trends are. Executives eagerly await his calls and visits. Another is a friend of mine who runs an upscale travel agency (yes, they still exist!) that caters to a demanding New York clientele. He knows the hottest places to go virtually anywhere in the world and is the go-to luxury travel advisor for many wealthy businesspeople. You might be surprised to learn he currently owns and rents out four luxury apartments in Manhattan.