I earn a living destroying businesses

15 replies
Thought I would share a funny story that made a room silent and got me several requests for meetings.

Was at a gathering with some local business owners.
Was asked to explain what I do for a living.
Like you I am tired of trying to explain what an online marketing consultant is only to have someone stare blankly into my face and then say "oh I get it you build web sites".

So anyway this time when asked I said:
"I earn a living destroying businesses." Then there was silence.
I went on to say. "Simple really. I pick the one business in a niche that has the best chance of being the top dog. The one that deserves it because they deliver the best value to their customers. I take their money in exchange for speeding up the natural selection process. Their competitors are weak in comparison and would of failed anyway. I just do what it takes to make that happen faster."

Had half a dozen business owners that day pitching me on why they were the top dog in their niche and wanting to talk further.

Beyond the amusement of making a room go quiet this makes me reflect on the reality of the impact we can have on a niche, especially locally focused niches that are not doing marketing well. I don't keep a score card but for every business I have helped I'm sure there are half a dozen that have had late nights wondering what the hell happened to their market share.

Though I had never really consciously thought about it, knowing this deep down inside is likely what drives me to never work with people I don't like or businesses I do not like or believe in.

Curious to hear back any interesting ways you describe what you do.

Edit:

I was not there to get business so did not really care how it went over. I was just having fun. It was amusing to me that it got the reaction it did.

It could be a major flop for some so I hope a bunch of newbies don't start running around going all Clint Eastwood on their prospects. It could make you look like an ass. It's all in the delivery ;-)
#businesses #destroying #earn #living
  • Profile picture of the author ATAC
    I done something similar to this before with the same success ..
    I like to do this whenever I get a chance or kinda similar to this that is..

    I also use the angle that I am only going to work with one business within a certain distance and if I am not working with you then you are going to be up against me and I will do everything in my power for my client even use your own website against you to build my clients businesses and take over the majority share of the business in the niche and it would not be the first time I have put a business out of business.
    Great job and keep up the great work..
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    • talk about attention getting!

      good work and thanks for sharing.


      reminds me of a joke, and in business getting the "share of the wallet",
      competition, and the fast pace on technology.

      the joke is :

      2 guys in the jungle, when they are confronted with a tiger....

      1 bends down to tie his shoes, and the other guy says

      " are you crazy, you can't outrun a big cat"

      and he responds by saying

      " I don't have to outrun the tiger, I have to outrun you"
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    • Profile picture of the author Claude Whitacre
      I haven't used it as an approach yet, or as a positioning statement. But, in my presentation I mention that ...for them to grow, others will have to go out of business....because I can't increase the traffic, I can just direct the flow.

      But I really like your approach. It gets rid of business owners that want you to "save" them.
      And it targets the cutting edge businesses that are already doing several things right.

      Good stuff.
      Signature
      One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

      "Be kind. For everyone you meet is fighting a hard battle".....Ian Maclaren
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      • Profile picture of the author mjbmedia
        Originally Posted by Claude Whitacre View Post

        I haven't used it as an approach yet, or as a positioning statement. But, in my presentation I mention that ...for them to grow, others will have to go out of business....because I can't increase the traffic, I can just direct the flow.

        But I really like your approach. It gets rid of business owners that want you to "save" them.
        And it targets the cutting edge businesses that are already doing several things right.

        Good stuff.
        interesting http://www.warriorforum.com/offline-...w-clients.html might make you reconsider. Unless you truly mean the traffic as in on Google, though even so maybe you can
        Signature

        Mike

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        • Profile picture of the author Claude Whitacre
          Originally Posted by mjbmedia View Post

          interesting http://www.warriorforum.com/offline-...w-clients.html might make you reconsider. Unless you truly mean the traffic as in on Google, though even so maybe you can

          Yeah, I meant traffic flow on Google, by getting listed on Google. You are right though, you can increase the total number of customers through advertising.

          But mentioning that to a prospect, when selling additional listings, would only muddy the issue.
          Signature
          One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

          "Be kind. For everyone you meet is fighting a hard battle".....Ian Maclaren
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          • Profile picture of the author ewenmack
            I've had competitors gang up on me by contacting the newspaper we ran ads in
            to complain about my ads.

            They made me stop running those ads.

            I only can assume I was killing my competitors business
            while I was running them.

            Doctor E. Vile got creative and ran other ads
            which were acceptable to the newspaper
            which had the same killer affect.

            Survival of the fittest and all that Darwinian stuff.

            Best,
            Doctor E. Vile
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            • Profile picture of the author Claude Whitacre
              Originally Posted by ewenmack View Post

              I've had competitors gang up on me by contacting the newspaper we ran ads in
              to complain about my ads.

              They made me stop running those ads.

              I only can assume I was killing my competitors business
              while I was running them.

              Doctor E. Vile got creative and ran other ads
              which were acceptable to the newspaper
              which had the same killer affect.

              Survival of the fittest and all that Darwinian stuff.

              Best,
              Doctor E. Vile

              I had a rep at the local newspaper that liked me. She would tell me when a competitor was going to run an ad, and what it was going to be about. I would then run a much smaller ad, the same day, for the same offers for a few dollars less.

              It was highly unethical for the rep to do this, but it sure made my ads pay.
              Signature
              One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

              "Be kind. For everyone you meet is fighting a hard battle".....Ian Maclaren
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      • Profile picture of the author mak25
        Originally Posted by Claude Whitacre View Post

        ....because I can't increase the traffic, I can just direct the flow.
        That's what most small business owners don't get.
        There's only so many customers in their area. You can't magically make more appear.

        Share the wallet. Direct the flow towards them.

        Great Claude.
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        • Profile picture of the author mjbmedia
          Originally Posted by mak25 View Post

          That's what most small business owners don't get.
          There's only so many customers in their area. You can't magically make more appear.

          Share the wallet. Direct the flow towards them.

          Great Claude.
          Im not so sure about that http://www.warriorforum.com/offline-...w-clients.html
          Signature

          Mike

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  • Profile picture of the author mjbmedia
    Originally Posted by plessard View Post

    Thought I would share a funny story that made a room silent and got me several requests for meetings.

    Was at a gathering with some local business owners.
    Was asked to explain what I do for a living.
    Like you I am tired of trying to explain what an online marketing consultant is only to have someone stare blankly into my face and then say "oh I get it you build web sites".
    oh yes admittedly I don't the greatest delivery of the elevator pitch type thing, its not my strength but I do often reply, 'where in all that I just said did I even mention building websites? '

    So anyway this time when asked I said:
    "I earn a living destroying businesses." Then there was silence.
    I went on to say. "Simple really. I pick the one business in a niche that has the best chance of being the top dog. The one that deserves it because they deliver the best value to their customers. I take their money in exchange for speeding up the natural selection process. Their competitors are weak in comparison and would of failed anyway. I just do what it takes to make that happen faster."

    Had half a dozen business owners that day pitching me on why they were the top dog in their niche and wanting to talk further.

    Beyond the amusement of making a room go quiet this makes me reflect on the reality of the impact we can have on a niche, especially locally focused niches that are not doing marketing well. I don't keep a score card but for every business I have helped I'm sure there are half a dozen that have had late nights wondering what the hell happened to their market share.

    Though I had never really consciously thought about it, knowing this deep down inside is likely what drives me to never work with people I don't like or businesses I do not like or believe in.

    Curious to hear back any interesting ways you describe what you do.
    I really like this , you don't mind if I try it out too do you, I am in the UK so not competing ;-)

    But yeh reminds me of an Italian Restaurant I arranged a meeting with fr marketing, I confirmed it, and turned up only to be told be a couple of the waiters that the boss I was to see was out with a supplier, not sure when back but I can hang around and wait for him or go off and come back later, I said I had a confirmed appointment and suggested they ring him and tell him to come back here and honour the appointment, they rang him and he wouldn't come back.

    Shorten the story, 8 months later (with a lot of my assistance) theyd closed down . I destroy businesses too, I just never thought to deliver it like that
    Signature

    Mike

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    • Profile picture of the author Peter Lessard
      Originally Posted by mjbmedia View Post

      I really like this , you don't mind if I try it out too do you, I am in the UK so not competing ;-)
      Well I don't know if its an approach I would recommend but knock yourself out.

      I was not there to get business so did not really care how it went over. I was just having fun. It was amusing to me that it got the reaction it did.

      It could be a major flop for some so I hope a bunch of newbies don't start running around going all Clint Eastwood on their prospects lol
      It could make you look like an ass. It's all in the delivery ;-)
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      Ready to generate the next million in sales? The Next Million Agency
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      • Profile picture of the author Claude Whitacre
        Originally Posted by plessard View Post

        Well I don't know if its an approach I would recommend but knock yourself out.

        I was not there to get business so did not really care how it went over. I was just having fun. It was amusing to me that it got the reaction it did.

        It could be a major flop for some so I hope a bunch of newbies don't start running around going all Clint Eastwood on their prospects lol
        It could make you look like an ass. It's all in the delivery ;-)
        It may also be the audience. I know that some business owners love the idea of getting rid of a competitor at least as much as making sales themselves.

        Business people who hate their competitors..are much easier to sell, I find.
        Signature
        One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

        "Be kind. For everyone you meet is fighting a hard battle".....Ian Maclaren
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  • Profile picture of the author kenmichaels
    Originally Posted by plessard View Post

    "I earn a living destroying businesses." .
    - Love it.

    Anything that takes real marbles an conviction to pull off gets my attention.

    I am sure only a few personality types can pull off a statement like that.
    I am one of them. If I ever get the chance to use it - I will.
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    Selling Ain't for Sissies!
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  • Profile picture of the author AmericanMuscleTA
    That. Is. AWESOME!!!

    "Taking Your Competitors Out Of Business One At A Time."
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    David Hunter | Duke of Marketing
    www.DukeOfMarketing.com
    www.BibleAndFriends.com

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  • Profile picture of the author Sebulba
    All I can say is Brilliant

    Seb
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