Whilst listening to this recording it reminded me of the reason why Client Relationship strategies are SO important… but before I get into that, let me tell you a (I believe it’s true) story….
An African farmer had heard many stories about other farmers who had made their millions by discovering diamond mines. This farmer was so excited by these stories, and the riches he imagined, that he couldn’t wait to sell his farm and go prospecting for diamonds himself.
So that is what he did – he sold his farm and spent the remainder of his life prospecting all over the African continent, in his search for the gems that commanded such high prices throughout the markets of the world.
After many years of unsuccessful searching – and in a fit of despair – he threw himself into a river and drowned.
Now, one day, during this time, the man who had bought the farm was crossing a small stream on the estate when suddenly a flash of blue and red light caught his eye. Curious, he bent down, put his hand into the water and pulled out a fair-sized stone. Admiring it, he took the stone home and placed it on the mantelpiece above the fireplace.
A number of weeks passed…
Then one day, a man who was visiting the farm happened to pick up the stone and nearly fainted. He asked the farmer if he knew what he had found, to which the farmer replied that he thought it was a pretty piece of crystal.
The visitor told him that it was actually the biggest uncut diamond he had ever seen!
The farmer then told the man that his stream was actually full of such stones – though not as large as this one – but there was a large sprinkling of them all over the stream bed.
As it turned out, the farm that the first farmer had sold so he could go off and seek his fortune looking for a diamond mine, was to become the one of the most productive diamond mines across the whole of Africa.
The first farmer had already owned acres of diamonds…
… but he had sold them for practically nothing so he could go and look for them elsewhere.
If only that first farmer had taken the time to learn about what diamonds looked like in their natural state, and then gone over his property BEFORE he started to look elsewhere, all of his wildest dreams would have come true.
But so it is with business…
Opportunity is already around us, under our feet… we just need to be open to it and recognise it.
All too often the focus is on attracting new business – new prospects and customers – rather than taking the time and making the effort to see what is closer to home – developing better, more profitable relationships with existing customers and associates.
All too often we can get caught in “… the grass is always greener on the other side of the fence…” only to find when we get there that it very much like the patch of grass we left behind – with the same holes, the same weeds, the same patches of bare earth…
If you have a customer base, or you have a network of good contacts, you ALREADY have your acres of uncut diamonds…
… you just have to learn what to look for and how to cut them so you can maximise your profit.
Russell Conwell wrote and delivered a speech called ‘Acres of Diamonds’ – which he delivered more than 6000 times – based on the above story, and in which he makes the point that most people look everywhere for opportunity, success and happiness … except beneath their own feet, where, actually, they are more likely to find it!
And it is this which leads us to the greatest secrets of making money via marketing…
Virtually all business owners fail to mine the diamonds in their existing list of customers.
I’ve lost count of the number of business owners I’ve talked to who complain at the cost of doing a monthly mailing to their customers, but who happily spend £1,200.00 a month on advertising hoping to get a few new customers.
Stop looking for greener pastures… look instead at the diamonds already beneath your feet.
If you would like to share any of your personal experiences, observations or the results you’ve achieved using these or similar tips, please leave your comments and/or thoughts below. I always love to hear from you: