Monthly Archives: June 2013

Milk the cow when it’s in the barn!

Some years ago I worked for a friend of mine at his hotel in Austria. At that time they were only open during the summer holiday season as this was when they had most of their visitors. After the first week or so I asked him when I would be taking a day off.

“Day off?” he said, “But what would you do?”

I said well, relax, go for a swim, rest, that sort of thing.

He looked at me like I’d suddenly lost my mind and said,

“If I’m a farmer and I have to milk my cows, do I run around the field trying to milk them? That’s so much more work than milking them when they’re in the barn. This is what we’re doing here – we’re milking the cows when they’re in the barn.”

I didn’t have a day off for about 4 months.

While I don’t by any stretch of the imagination think of my clients today as cows, the metaphor still works. Working with those clients you have is much less effort than frantically chasing the clients you might be able to catch in the field.