When I started selling many moons ago one of the first things I was taught was that the easiest way to build long term business was to establish good relationships. If a client thought they could trust me, not only would I get the first sale, but renewals in the future. Trust was not something bestowed, but something earned. Know my product. Know my competition. Say what I would do and do what I said I would. Over time that would work. I would make money. So would my client. All would be happy. Everybody would win.
This approach still works, but a lot of us think it takes too long and too many are concerned with only winning for themselves. So the search begins for ways to game the system.
People have tried to make a science out of SEO so their sites get more hits, but if their content is not good, those people will never come back, no matter how great the keywords that got them there. This past week eight badminton athletes were disqualified from the Olympics for being caught purposely losing matches in order to face easier opponents down the road. Jonah Lehr confessed he made up quotes for his Bob Dylan biography, no doubt in the hopes of garnering more attention and more sales. Now found out, he is forced to resign his job at The New Yorker and his publisher pulled his book from the retailers. And then of course there is the construction site outside my window. It is against NYC ordinance to be creating noise on a weekend without a special variance and only then after 10AM. That did not stop the workmen from hoisting cranes at 5AM this past Saturday. They don’t care about the small fine they pay if caught. As long as they stay on schedule
All are trying to game the system.
There are times when gaming the system might feel like the only choice. Most of the time it’s not. When you do opt in, you take the gamble that you might get caught. The odds are on the house that most will.
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| The illegal scene Saturday morning. |
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