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Probable vs. Possible and My Million Dollar Guarantee


Today’s entry explains the difference between probable, that which is likely to occur, and possible, that which may occur.

When a company’s pipeline decreases, businesses often have a tendency to shift from going after work that is probable and leaning towards opportunities that are possible. This temptation is natural and understandable but yet, allow me to encourage you to not stray too far.

Here is an example: Follow my advice here and I guarantee you will make at least one million dollars. It is a proven formula and everyone who has followed it has made, at the very least, one million dollars.

This formula does not require any heavy lifting. You can do this from the comfort of your home, riding down the road, traveling on an airplane, sitting on the beach, or anywhere. You do not need a computer, Internet, laser printer or wireless network.

All you have to do is this…

Write a song that goes to number one for at least 10 weeks on the Billboard Hot 100 charts. That’s it! That is all you have to do to become a millionaire!

Possible? Oh yes.

Probable? Sorry, not very.

The point to remember is there are people and/or companies in your market in need of your product or service. Instead of losing focus on the probable and succumbing to the temptation of the possible, focus your energies on doing an even better job of finding those probable opportunities.

Ask yourself this question: Is the fulcrum of the lever that is my business development and marketing efforts in the right place?

An architectural firm with a 20+ year history and portfolio of designing large distribution centers will probably not win the commission to design a medium sized worship facility when going against the medium sized design firm who has a 20+ year history, and portfolio, of primarily worship facilities.

Is it possible the talent at the larger firm can design a new church? Oh, yes.

Is it probable they will get the business? Sorry, not very likely.

Finally, I am definitely not saying one should never branch out and look for new revenue streams, new opportunities to partner, new service or product offerings. Chances are there are plenty of ways you can adjust your current efforts for Building New Business that could make increasing the probable, very possible.

Just make sure your efforts make sense – so you don’t find yourself trying to pay the bills by sitting under a tree somewhere trying to rhyme ‘spoon’, ‘June’ and ‘moon’ for the debut single, on the debut album, of the next American Idol winner.

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Bobby Darnell is the founder and Principal of Construction Market Consultants, Inc. An Atlanta based management consulting group specializing in business development, CRM, sales, marketing and profitability as well as executive placement for the Architectural, Engineering and Construction industry.

Bobby can be reached at bobbydarnell [at] cmconl.com

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New Flash: Rome Wasn’t Built In Two Days Either


I firmly believe we live in a world that leans towards, and leads us to, instant gratification.

Fresh hot coffee, by the cup, brewed instantly. Do you want your friends to see what you are having for lunch? You can upload a picture instantly. Do you want the latest music from your favorite artist? Simply, download it instantly.

When it comes to building new business, ‘instant’ can help but cannot replace that which it cannot replace.

Developing a brand takes time.

Building trusted relationships takes time.

Developing a portfolio of solid projects takes time.

I am a big believer in not reinventing the wheel. I prefer to look around, see what others are doing, and doing well, and try to follow. Who has not heard of Coca Cola? Yet, I see ads for Coke everywhere. Why would a brand like the Mayo Clinic feel the need to be on Twitter? Yet they are and they are crushing it. Why would contractors with billions in revenue use a lead service? Yet many do.

Buying a CRM is not a business development strategy. Placing a single ad in a publication is not an advertising campaign. Sponsoring a hole in the local association golf tournament is not a marketing program.

I often use the following when engaging a prospect or client: “Buying a treadmill will not get you in shape…however, the continued and effective use of it will.”

The key is ‘continued and effective use’.

I’ve witnessed companies spend thousands on CRM and use it continually, but not effectively. I have worked with companies that bought a healthy dose of advertising for one trade show but that was all. I have written business plans for companies only to follow up six months later and learn they never read it.

Of all industries, the design and construction industry understands what it means to follow a plan. There are not too many buildings that go up by assembling a couple hundred building product manufactures, subcontractors, contractors and designers on a vacant piece of land with everyone just winging it on their own.

They follow a very specific set of plans and specifications to a successful, completed goal.

The same should be true for that portion of business charged with gaining new customers and keeping current ones. The desired results will not happen overnight, through a single tweet, one blog post, one half-page ad, a golf shirt with the new logo, etc. Success will come from a dedicated program that can be executed effectively and continually.

Instant is for soup.
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Bobby Darnell is the founder and Principal of Construction Market Consultants, Inc. An Atlanta based management consulting group specializing in business development, CRM, sales, marketingm, lead generation and profitability as well as executive placement for the Architectural, Engineering and Construction industry.

Bobby can be reached at bobbydarnell [at] cmconl.com

This article first appeared in the December, 2017 issue of Properties Magazine
www.propertiesmag.com