Almost everyone thinks they’re great at their deliverables and works to improve their service. That’s all good, but that’s not what will make someone dominate their market and get the highest fees.

The person perceived as the authority, celebrity, and expert will rake in the lion’s share of the profits because of WHO they are, not because of WHAT they do. Yes, that’s a hard pill for many business owners, especially for folks with credentials after their name.

Since I talked about my days as a magician, let me illustrate my point using that. When I first started, I did all types of kid shows, but my bread-and-butter shows were birthday parties. I did lots of them. The ending of my show, which incidentally had nothing to do with a trick, ensured that nearly every kid would go home and beg their mom to call and book me for their birthday party.

That was a game-changer, and when I started raising my fees, I was eventually the most expensive birthday party magician in my market. I got almost no price resistance because the moms calling didn’t just want to hire a magician; they wanted to hire Dave Dee.

Incidentally, when a prospect balked at what I charged, I didn’t care because my calendar was filled with clients willing to pay my fee. (I once overheard a wealthy mom telling another wealthy mom I was the most expensive magician in the area. She acted like she was complaining when, in reality, she was bragging. Of course, the other mom needed to hire me too!)

Was I the most skillful magician? Nope.

Did I have more experience than some of my competitors? Nada.

Did I have awards like being voted magician of the year by my peers? Negatory.

Did I dominate my target market? You betcha because of who I was.

To learn more about how to get more meetings with high-quality leads, close more sales, and make more money without working harder, go here: www.davedee.com/vip

Kick butt, make mucho DEEnero!

Dave “Who Are You? Who? Who?” Dee