(By Loyd Ford) Every seller does this.
They convince themselves they shouldn’t do the thing.
Not now.
Maybe later.
This is not the time.
The client might say no.
We convince ourselves to not make those cold calls.
It’s not our fault.
After all, one more sales call is probably not going to change anything, right?
This is human nature.
But perhaps there is an easy fix.
Perhaps we can turn this thinking around on our own.
Beginning today – when you feel “the voice of don’t” bubbling up inside you – just apply George Costanza’s best advice from the 90’s TV show Seinfeld: Do The Opposite.
If instead of listening to your inside voice tell you to not make the cold calls, make the calls. In fact, double-down (like George would) and make more cold calls.
If instead of listening to your inside voice and knocking off early, double-down (like George would) and press your advantage. Go the distance.
Do extra.
When you want to wait until tomorrow to prepare for your day, double-down on prepping tomorrow today.
After all, how much could learning more about a potential client before you see them really impact your sales?
You know what is coming: Every time you want to do less, do more.
And watch your actual sales grow.
Loyd Ford is president and chief strategic officer at Rainmaker Pathway Consulting Works (RPC). They help local radio with ratings and revenue. Reach him anytime at 864.448.4169 or [email protected]. Read Loyd’s Radio Ink archives here.
