Thursday, November 15, 2007

I Stopped Counting Pennies

I had a conversation with another I.T. Pro the other day. He asked what we were doing with marketing. My first response, of course, was "Do you use Robin Robins?"

So he asked how much it costs.

And I said I have no idea. I know I belong to some level of mastermind group. There's a monthly cost. It gets paid.

And I don't care how it costs. I'm getting value out of it.

Do I do everything Robin says to do? No.
Do I do things as consistently as Robin says I should? No.
Am I getting the most I can from the resources she makes available? No.

But . . .

Do I get something valuable every month? Yes.
When I need advice, is Robin available? Yes.
Would I buy her kit again? Yes.
Would I buy her managed services program again? Yes.
Would I sign up for a higher level of mastermind if an opening emerges? Yes.

So the bottom line is pretty much this: Robin Robins is like Mickey Mouse.

If you're a parent and you've ever taken a four-year-old to Disneyland, you know how this goes. Your first reaction is that $40 seems steep for lunch. But by the time you leave, you just open your wallet and tell Mickey that he can have whatever he wants.

I don't know what the "value proposition" is, but I know value when I experience it.

As long as I'm counting dollars coming in the door, I don't pay attention to the pennies going out.

If I gave Robin $1,000 next year and didn't sell an extra ten hours of labor, then I'd drop the program.

But I'm not counting five hours here and ten hours there. I'm counting clients.

How much is a new client worth? For us, the price starts at $15,000 per year. So if we got one client per year from some Robin-related activity, we're way ahead for the money.

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