If we lack money to expand and grow, or just to pay the bills, we may
think of ourselves as relatively "powerless." But is money the best
criterion by which we can judge "power?" If we believe this is so and
we lack money, we may consider it futile and hopeless to think of
expanding or growing our business.
More practically, we think of the amount of power possessed by a
particular vehicle, tool, or engine -- horsepower, for example. And, of
course, we contemplate our own degree of "power" in the marketplace.
Most likely we relate our view of our own power to our sales volume,
our gross profit and net profit. When we think of powerful people,
generally we think of those who have an abundance of money. If you're
unsure if you qualify, check out the Forbes list of the richest people
in America. If you're not there, chances are you need to find an
alternative source of power.
This would be a serious mistake!
Power takes many forms
Ponder for a moment about what ultimately defines power in a racing vehicle: speed. Considering firepower and the velocity of a bullet, we can relate to a physics definition: "The speed of a particle determines its power." Concentrated laser beams, traveling at the speed of light, generate enormous power. How can we use this reference to increase our own power?
Translate this definition to cycle time in your shop, and see an immediate potential for increasing "power." If you can increase the speed of vehicle repair completions, production power is quickly increased. Boosting the frequency of cards, letters, phone calls and other marketing communications sent out, you instantly step up your marketing power (by definition).
This brings us to a less scientific definition. It's been said that "knowledge is power." But is it really? If a genius sits alone in a dark room, reading endless books and absorbing enormous knowledge, but never applying any of it, does that genius really have power? I would say no. Communicated knowledge may be power, and applied knowledge can be power, but knowledge by itself doesn't qualify. To gain power in your marketplace, it requires making your knowledge known.
This happens to some degree every time you explain a necessary repair process to a customer, or try to enlighten a dense adjustor. But a one-on-one demonstration of knowledge won't add too much power in the short run (although after many years, you do build a clientele). To gain power from your knowledge, it needs to be leveraged. Leverage is a way of multiplying power. If you speak to one person, you have a power of one. If you speak to ten people at the same time, now you have a power of ten. If you write to a hundred people, or publish an article read by a thousand people, you begin to leverage and multiply your knowledge greatly and it becomes powerful.
The power of position
In 1981, a book by Al Ries and Jack Trout hit the market called "Positioning: The Battle for Your Mind." The message was that every product holds a position in your mind: Xerox is number one in copiers. IBM is number one in computers. Coca Cola is number one in soft drinks. Avis quickly gained marketshare with its ad campaign: "We're number two. We try harder." They captured much of the business that had gone to Hertz, recognized as number one.
The concept of "positioning" as a source of power also has a basis in physics and electricity. For example, every battery has a positive and a negative pole. Electrical current flows from one to the other. The dictionary thus defines this kind of power as "The product of applied potential difference and current in a direct-current circuit." The distance between the two poles therefore affects the amount of power. If both positive and negative poles were allowed to collapse together with no space between them, they would short out and there would be no power flow. It is the battery itself that holds the two poles apart at a fixed distance, and allows for a continuous current of electrical power.
In a way, you use a similar principle when using a chain pull to straighten a frame or unibody. You have a fixed anchor on the floor that allows you to apply pulling power to the vehicle. This same principle of holding a firm, fixed position can increase your power in the marketplace. McDonald's does this when it puts up a sign that says "Over 10 billion burgers sold." It says they have long-term staying power. By promoting your number of years in business and perhaps even guessing at how many damaged vehicles you've repaired, you make a statement about the firmness and reliability of your position.
Another power of a firm position
Years ago, a popular game at picnics was "tug-of-war." Two groups of guys would get on the opposite ends of a strong rope. Each group would try to hold a firm position while trying to pull the other group from their position. Whichever group failed to maintain their footing and was pulled off position, lost. When you begin a new marketing practice or initiative, you will begin to encounter resistance. The moment you begin to introduce change, you threaten the established order. You are likely to face resistance and opposition. Some of that resistance may even be within yourself: doubt, fear, possibly confusion and uncertainty.
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