Tuesday, May 17, 2022
Without fail, I’ll hear this from a marketer or student or someone sitting in the audience…
“Well, of course you can do that now because you’re established and you have a reputation and you're rich and famous. But I'm starving and poor, and nobody knows who I am. I'm just starting out.”
While that’s true for most so-called experts or gurus who teach strategies that someone who’s new couldn’t even begin to apply, my system is especially impactful for the beginner.
A quick example comes from a great story in Psycho-Cybernetics.
When he was just starting out in his cosmetic surgery practice, with no appointments to his name, Maxwell Maltz is waiting for his very first patient to call, desperately waiting for his phone to ring.
And then when it does ring and he picks it up, he exerts massive self-control to NOT immediately invite the person to come in in the next hour.
The lesson here is: Don’t be immediately & constantly available. Train your customers to expect to wait.
Not only will you ensure your time is used more valuably, but they’ll perceive you as more busy and less available, and will want your attention even more. This actually increases the desire of the marketplace - it doesn’t suppress it or hurt it.
We have a commercial realtor in one of my coaching groups who deals in apartment buildings and commercial properties and investors. And if you've got a room full of those realtors together, they would all argue that:
And yet, my guy is doing exactly the opposite - in fact he’s making customers jump through hoops:
And all before they can even have a telephone conversation with him.
It’s simple to implement, but I always get the same sorry excuse: “My business is different.” That, unfortunately, is the knee-jerk reaction that pops out of everyone's mind and their mouths.
Look, all businesses have the same fundamental functions in common…
So the differences between the commercial real estate realtor, the cosmetic dentistry practice and the manufacturer of widgets are really very very small.
The commonalities are much greater.
And remember, there's pretty much an unlimited number of prospects. Any customer, client, or patient or prospect who goes by the wayside is quite easily replaced with another client or customer. It’s an equally replenishable and replaceable part of life.
If prospects were scarce, everybody would be out of business almost as fast as they got into business because there's inevitable customer and client loss. Everybody, no matter how good a job they do, loses some customers and clients every year, and they obviously figure out how to replace those. So replacing one or two more that are lost because of the way you choose to do business, no big deal.
The only thing that you can't replenish is the minute we just used. That's gone and it is gone forever.
That’s why I’m extremely militant when it comes to time management. And as extreme as many people think that I am, I still underestimate how extreme you can be, what you can get away with, what you can demand of people and how you can train people to respond to.
So begin to train your customers. Set up the hoops for them to jump through to get to you. Again, I was doing this long before any sane person would think that I could financially afford to do it.
I go into more detail on ways you can militantly guard your time inside “Renegade Millionaire NO B.S. Time Management”. If you’re a NO B.S. Letter subscriber, you have FREE access to my course (normally $197).
If you’re not a member of the NO B.S. Letter yet, you can subscribe here (and I’ll give you the “Renegade Millionaire NO B.S. Time Management” course for free. You can unlock that bonus here:
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