A lifelong friend of mine has a surveying business. He’s always booked solid, no matter how bad the economy is.
He doesn’t have a Web site, he doesn’t do Twitter, he doesn’t use Facebook, he doesn’t have a LinkedIn profile, he doesn’t have a logo, he doesn’t purchase advertising of any kind.
And whenever someone calls him, he answers: “It’s only Norm.”
Think about that.
He could call his business Norman Civil Engineering Services. But he doesn’t. He could have a fancy office downtown. But he doesn’t. He could have a country club membership. But he doesn’t. He also doesn’t have any debt, and he owns multiple rental properties.
He’s not into appearances, because he understands that his business depends on relationships. He “gets” his market and knows what they want. Norm is unrelentingly honest, he’s unbelievably dependable, he meets clients for lunch, he invites them to networking events, he remembers their interests, he asks them questions, he loves to laugh with them, he listens. He’s himself.
I asked him why he answers with “It’s only Norm.” He said he once called a friend’s house, and the friend’s sister answered. When Norm identified himself and asked to speak with the friend, the sister hollered: “Phone call…it’s only Norm.”
And he embraced it.
It’s only Norm. And he’s booked solid.