Consistency Pays Off

William Wilson, CEO William Wilson Clothing

I was going to post an article on planning today, but a very cool thing just happened to me, that I think bears sharing. I just got off the phone with a new client. Not just any client. This gentleman is one of the biggest CEO’s in America. He is on numerous television shows, and in magazines. His words effect the stock market. Per my clients’ wishes, I will not divulge his name. I am posting this, with his permission, to explain why he decided to pick me as his private clothier.

He told me he had been observing me for about 6 months. I spoke at a university and his son was impressed by my speech. That night, he spoke to his dad and asked him who handled his clothing. His dad told him, and asked him why. He told his dad he had heard me speak and he was impressed. So he started observing me. He said he liked that I was committed to exclusivity by limited my clients to 200, and only accepting 3 new clients a month. He also felt I understood his demanding world. He told me the clothier’s he has dealt with in the past have had no idea what his world is like, and thus what his needs were, or how to deal with them. But he said what really solidified his interest in me was the way I handled a disagreement I had with my friend Sam Badger on Facebook one day. Though she and I disagreed on some points, he appreciated that I defended her when others got involved and attempted to attack her. He said it spoke towards my integrity, and my personal brand.

When he called me this morning (personally I might add). Though he truly expected me to back off my wait list position. He appreciated that I didn’t. And happily accepted a spot on my waiting list. Staying with my principles and business model impressed him so much, he not only went on the wait list, he stated that  he wanted me to replace every suit and dress shirt in his closet, and sent a sizable deposit as a show of good faith.

So as you go on with your day, understand this. Someone is watching you at all times. Someone may be watching the way you handle your business this very second. Will they be impressed with what they see, or turned off by it? That decision is up to you. A consistent brand management strategy is speaks volumes to your integrity, your commitment to excellence, your professionalism, and your desire to be the best.

Thank you for your time,

God Bless and Dress Well

Infrastructure- It’s Not Just a Political Talking Point

William Wilson, CEO-William Wilson Clothing

The two most important factors in the initial success of your business is planning and infrastructure, period. I will discuss planning in a future post, but today we are talking about infrastructure. Infrastructure is defined as “The basic, underlying framework or features of a system or organization.” Infrastructure allows you to be flexible, confident, and provide a consistent level of product quality and service. Without the proper infrastructure, even the greatest salesman will go broke. I am often asked to help someone take their business to “the next level”. However, they usually aren’t solidly based on their current level, because they have a fluctuating infrastructure. Everyday they are changing something.  They cannot maximize their position, expand with quality continuity, or adjust to the market place. This will surely guarantee failure at some point.

My business was able to become solid relatively quickly because I spent 9 months doing research. First I decided how I wanted my company to look from an execution position. Meaning, how do I describe the logistical services of my company and its products? I wanted to be able to tell my clients 4 things:

1. I have the highest quality suits in the industry.

2. I can deliver 100% custom suits in as little as 7 days.

3. I offer the only concierge-level service in the market.

4. I offer exclusivity that no-one else can provide.

I decided upon these 4 objectives, because these are the things that are important to my clients base. Once I set

Denzel Washington told an actor on The Great Debaters- "Do what you have to do now, to do what you want to do later."

these as my baseline, I set upon developing an infrastructure that would facilitate it. I focused strictly on these objectives. Not price. Not how much will I make. Not where to open a store. I focused strictly on these objectives and moved on from there. I identified my fabric source, and my sewing team. I made sure they could deliver on my demands. I checked my wardrobe to make sure I looked the part. Otherwise, I undercut the integrity of my brand. And I established a list of places and things you will NEVER see me associated with. I did this because you are identified by where you go, and who you regularly deal with.  This was not easy, I logged thousands of boring, tedious, brain numbing hours at my computer; forsaking many of the pleasures of life to build this. My personal, social, and romantic life had to take a backseat to build this infrastructure. The bible says “To whom much is given, much is required.” I sacrificed a lot, but it is paying off now. Denzel Washington told on of the stars of The Great Debaters, “Do what you have to do now, to do what you want to do later.”

Thank you for your time,

God Bless and Dress Well!