{"id":420,"date":"2024-10-01T12:11:56","date_gmt":"2024-10-01T12:11:56","guid":{"rendered":"https:\/\/parwcc.com\/?p=420"},"modified":"2024-12-18T12:21:24","modified_gmt":"2024-12-18T12:21:24","slug":"good-fast-cheap-pick-2-the-secret-to-a-thriving-business-and-life","status":"publish","type":"post","link":"https:\/\/parwcc.com\/good-fast-cheap-pick-2-the-secret-to-a-thriving-business-and-life\/","title":{"rendered":"Good, Fast, Cheap: Pick 2! The Secret to a Thriving Business and Life"},"content":{"rendered":"

I am a bit fuzzy about the most important project I ever worked in my previous career\u2014except it shapes the way I run my practice even today. I remember the project directly affected national security, was classified above Top Secret, and would be read by people whose names I saw regularly on the front page of the <\/span>Washington<\/span><\/i> Post<\/span><\/i>. I\u2019ll tell you what I learned because I hope it will help you run your practice and manage your life a little better.<\/span><\/p>\n

Just like that first email from your last client, my project came at a very busy time. And, just like your last client, the general officer who asked for my help had a large personal stake in the outcome. And perhaps like your last client, I had never done precisely this kind of project before. And perhaps just like you, I signed up enthusiastically and agreed to a deadline I should have thought about twice.<\/span><\/p>\n

When it was all done, my mentor took me aside. \u201cNext time,\u201d he said, \u201ctry using this.\u201d He handed me his business card. Puzzled, I just stared at him. \u201cTurn it over,\u201d he said.<\/span><\/p>\n

There, on the back of the card, was a single column of three boxes. This is what it looked like:<\/span><\/p>\n

For a moment, I didn\u2019t get it. Then it became very clear: If you want it good and fast, it won\u2019t be cheap; if you want it cheap and fast, it won\u2019t be good. You get the idea. Now I want you and your clients to get the idea too by adapting the model that has served me so well.\u00a0<\/span><\/p>\n

If I had the same thing on the back of my business card, I would print it with the word \u201cGood\u201d already checked. And I would say: \u201cCheck any one of the remaining two boxes.\u201d Good is not negotiable.\u00a0<\/span><\/p>\n

I know you\u2019re tempted sometimes to take on a project you know you shouldn\u2019t, but you need a little extra money. That extra money costs way too much. Whatever you write may have your client\u2019s name at the top, but it is <\/span>your <\/span><\/i>work. It will always help define your brand. Because your work is excellent, those in the know will want to hire you.\u00a0<\/span><\/p>\n

But when you charge low rates, you\u2019re not making enough to grow your business. Because your prices are low, those who don\u2019t know you may go elsewhere; they think they get what they pay for. Those who have little to offer will seek you out, but you can\u2019t do much to help them. And they may blame you for their failures.<\/span><\/p>\n

Consider the r\u00e9sum\u00e9 writer (usually not a member of a professional organization) who churns out \u201ccookie cutter\u201d r\u00e9sum\u00e9s at very low cost. they charge less because his labor is less.\u00a0<\/span><\/p>\n

But his brand is defined for him\u2014by his clients (whose \u201ccookie cutter\u201d r\u00e9sum\u00e9s keep them from the best jobs) and by perspective employers (who recognize hackneyed writing when they see it). His brand is: cheap. They are the Spirit Airlines of r\u00e9sum\u00e9 writers.\u00a0<\/span><\/p>\n

It only gets worse. Others in our industry would never refer a client to him. Because they have no new ideas, they never contribute to the literature, you never see them at professional conferences. If their work didn\u2019t reflect so poorly on our industry, they would be irrelevant. That is why greatness in what you do is never negotiable.<\/span><\/p>\n

While \u201ccheap\u201d isn\u2019t something we want to be associated with either, it does remind us about levels of investment we set and the value we deliver. There are two important ideas referenced in that previous sentence.<\/span><\/p>\n

First, I never refer to \u201cprice.\u201d I like neither the denotation nor the connotation. Webster\u2019s definition: \u201c\u2026that which must be done, sacrificed, suffered, etc. in return for something\u2026a price on someone\u2019s head\u2026to have one\u2019s price, to be willing to be bribed if the bribe is big enough.\u201d\u00a0<\/span><\/p>\n

Also, prices are associated with commodities. Because commodities are always identical, those who sell them usually compete on price. No matter where you buy, that refrigerator you\u2019re thinking about will always be precisely the same thing.<\/span><\/p>\n

No one\u2014not career professionals, not job seekers, not recruiters\u2014can afford a \u201cone-size-fits-nobody\u201d r\u00e9sum\u00e9, bio, or LinkedIn profile.<\/span><\/p>\n

\u201cInvest,\u201d on the other hand, is much closer to the mark: \u201cto expect a yield, profit or income.\u201d Even the secondary meaning is positive, \u201cto confer an office or rank upon.\u201d In short, our clients should make or save more money than it costs to engage us. That\u2019s a grand thing for us to believe. But it counts for nothing if our <\/span>clients<\/span><\/i> don\u2019t believe it.<\/span><\/p>\n

We want our clients to see a return on their investment. The greater the investment, the greater the likelihood of a big return. That reminds us to tailor the products and services we offer to the level of investment our clients can make. And we\u2019re talking about more than money.\u00a0<\/span><\/p>\n

Consider two clients. Both are senior. Both have great track records. Both need about the same services. One is very busily employed; the other is between jobs. Should the levels of investment\u2014<\/span>can <\/span><\/i>the levels of investment\u2014be the same?<\/span><\/p>\n

My unemployed client can make a much greater investment in time. That means I have to do less work. His level of investment is appropriately lower. On the other hand, my working client\u2019s days are not her own. I must do more of the work. Her investment is correspondingly higher. The same reasoning is behind all the services we offer.<\/span><\/p>\n

People pay me more when I prepare Federal applications. Why? Because Federal applications are arduous. Time is money.\u00a0<\/span><\/p>\n

Even when there are no forms, the difficulty of the task raises the amount I charge. Those who have written Executive Core Qualifications as part of a Senior Executive Service application know exactly what I mean. The writing standards are very high indeed. Quality costs money.<\/span><\/p>\n

Time is money in another way as well. That\u2019s where \u201cfast\u201d comes in. You can usually spot potential clients who want to know, right up front, how much you charge for a r\u00e9sum\u00e9. What they probably<\/span> want is your price for doing a r\u00e9sum\u00e9 overnight or over the weekend.\u00a0<\/span><\/p>\n

If they could see the back of your \u201cimproved\u201d business card, the only word that would blare out at them is \u201cFAST.\u201d If you agree to this arrangement, you both paid too high a price.\u00a0<\/span><\/p>\n

Naturally, you charged the client more for night or weekend work. And you incurred the cost of time away from your family and the extra fatigue that comes from working two weeks straight. We avoid such waste by remembering the first standard: \u201cGood.\u201d<\/span><\/p>\n

Good defeats most arbitrarily imposed deadlines. Your client may <\/span>think<\/span><\/i> he needs a r\u00e9sum\u00e9 right now, but what he really wants is a job. Guide him to see the difference in terms that serve you, your client and his next boss. Let\u2019s listen in:<\/span><\/p>\n

Caller: \u201cHow much do you charge for a r\u00e9sum\u00e9? I need mine updated right away.\u201d<\/span><\/p>\n

Coach: \u201cAre you trying to meet a very tight deadline? I ask because I like my clients to help set the level of investment, so they get top value.\u201d<\/span><\/p>\n

Caller: \u201cYes, they said they needed a r\u00e9sum\u00e9 by tomorrow morning.\u201d<\/span><\/p>\n

Coach: \u201cI can see the pressure they\u2019ve put you under. Let\u2019s see how we can help them and still get the best value for you. People who want your r\u00e9sum\u00e9 need your help to fill a job right away. Someone thinks you are a good candidate. He\u2019s putting his credibility on the line when he forwards your r\u00e9sum\u00e9. Does that make sense?\u201d<\/span><\/p>\n

Caller: \u201cI think so. But if I don\u2019t get the r\u00e9sum\u00e9 to them by COB tomorrow, I may not get the job.\u201d<\/span><\/p>\n

Coach: \u201cSo let\u2019s offer that person an alternative. Tell him you understand his problem. And your first thought was to give him the r\u00e9sum\u00e9 you have now. But you want him to get the credit for helping hire the right person. So, if he can trade a little time for a lot of quality, wouldn\u2019t he prefer a document tailored right to his company\u2019s needs?\u00a0<\/span><\/p>\n

Rather than being dismissed for not meeting some arbitrary deadline, I think you\u2019ll be seen as ready to do something extra to fill the company\u2019s needs. There are very few jobs that can\u2019t go unfilled for a few days.\u201d\u00a0<\/span><\/p>\n

I have lost a few sales with that approach. What if the caller persists in his unreasonable deadline? You could update his r\u00e9sum\u00e9, but you need information from him after normal business hours today. Of course, you want to be sure your client has time to review the draft. Since the company wants the r\u00e9sum\u00e9 in the morning, that means the client must work with you late today and before normal business hours tomorrow to complete the review. It\u2019s going to be a long night for him.\u00a0<\/span><\/p>\n

However, it will be an even longer night for you. You must give your undivided attention to this project. Specifically, you may work until midnight and then come in early. All these things you are happy to do, but there is an express charge.<\/span><\/p>\n

How much should the express charge be? Large enough to meet your needs. I hate working weekends or through the night. So I kept doubling the express charge until I knew no one could afford it. Today, a client would have to pay me an additional $1,000 to work under those conditions.\u00a0<\/span><\/p>\n

The reason I know that is a ridiculous amount is simple: I haven\u2019t worked through the night or over a weekend in more than five years! And if I ever get a client who will pay $1,000 above the normal investment, I will do two things. First, I will admit my plan failed. Second, I will raise the express charge to $2,000!<\/span><\/p>\n

It is up to us to maximize our efficiency. Simply put, we must write truly exceptional job search documents quickly. We can speed up our writing in several ways.<\/span><\/p>\n

Put Word to work. It\u2019s amazing how much time you save when you exploit automated templates, AutoText and AutoCorrect, high speed desktop search engines, unattended backups and security scans. If any of those terms are new to you, pick just one and master it.\u00a0<\/span><\/p>\n

Proofing slow you down? Word can read what you wrote aloud. That helps me find the typos I miss if I am just scanning the file.<\/span><\/p>\n

Each time you use a software trick, you save only a few seconds. Each time you use several software tricks, you are saving a minute or more. How many documents do you produce in a year? If your answer is around 160, then you might save 240 minutes each year. That\u2019s four hours of your time!<\/span><\/p>\n

Put your self-discipline to work. Because time management fills many books, I won\u2019t dwell on it. But I offer this suggestion: treat yourself as you would your best client. When you commit to writing anything, commit to scheduling yourself uninterrupted time to complete the task. You\u2019ll be amazed at what a lack of distractions can do for you. Promising yourself time to write the documents means you can promise your client a fixed review date, something that gives her peace of mind.<\/span><\/p>\n

Put your professional development to work. You\u2019re already doing some of that now as you read this issue of <\/span>The Spotlight<\/span>. But I\u2019m going to suggest a better approach. Decide which skills you need to master, then pick just one and follow through.\u00a0<\/span><\/p>\n

Do you want to expand your coaching skills, then consider the CPCC coaching program like the one offered by Diane Hudson. Do you want to tap into the huge veteran market? Sign up for the CVCS certification, the first and only one of its kind in the nation.\u00a0<\/span><\/p>\n

But there is another, irreplaceable opportunity. Thrive!2025 is 208 days away. Check <\/span>https:\/\/www.thrive.show\/<\/span><\/a> regularly to learn which topics will be covered. One or more are bound to fit your needs.\u00a0<\/span><\/p>\n

I know. April 27 seems a long way into the future. But it takes time and effort to get the most from attending.\u00a0<\/span><\/p>\n

If you master just one skill, your practice will continue to grow and prosper.<\/span><\/p>\n

My mentor\u2019s \u201cmagic business card\u201d was something new. It introduced me to the difference between value and features.\u00a0<\/span><\/p>\n

Our brands must be promises of value, never a collection of features. That value rests on greatness. What remains is how quickly and at what level of investment we\u2019ll deliver that greatness. When we do that well, our clients win\u2026and so do we.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

I am a bit fuzzy about the most important project I ever worked in my previous career\u2014except it shapes the way I run my practice even today. I remember the project directly affected national security, was classified above Top Secret, and would be read by people whose names I saw regularly on the front page […]<\/p>\n","protected":false},"author":12,"featured_media":410,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3,9],"tags":[],"class_list":["post-420","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-resume-writing"],"acf":[],"yoast_head":"\nGood, Fast, Cheap: Pick 2!<\/title>\n<meta name=\"description\" content=\"Learn a powerful framework for managing client expectations and workload. 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