Think Rich to Be Rich by Larry John; part 2
Coming back to the book of Larry John. He has 4 more ideas to introduce us to in our quest for richness. Four valuable ideas that will work for every person and it will particularly work for somebody that wants his business jump-started.
Here they are:
- Sales Fundamentals
- Create and wait
- “To want” vs. “to do”
- Sales – the ultimate key to success
Just some quick words on every idea.
1. Sales Fundamentals.
When it comes to sales Larry values consistence and perseverance more then anything.
His first advice is to initiate the sales process every day. I must agree on that as I also commented this, if you remember, when I referred to the accountant-salesperson. You must engage in 20 sales contacts every day. The original version was 20 calls every day, but with the new technology and with the social marketing, I have to turn calls into “chats”. Nevertheless nowadays the customers are not all in the same location (I here mean Continent) as we are, and sometimes it is far more easy to have a contestation via Skype or some kind of chat. I will keep the original “call”, by this also meaning other ways of instant connection.
So you should initiate 20 calls daily. The recommended time is 10.00 AM, when you had time to start the day but you are not tired yet. Your prospects will also be in the same physical stage. Sure, it’s more difficult to sync if you are in Nebraska and your customer in Sidney. But these are small details.
You will not speak with 20 decision makers every day. You will not even speak to 20 persons every day. You will just initiate 20 calls every day. If you do that every day, you will have about 400 calls per month and about 5000 calls per year. If you do that, you will manage to get enough customers so you will keep your business successfully running.
Simple task done with consistence and perseverance will drive results.
A valuable advice: always qualify your prospect. Make sure that you talk to the right person. It is no use to spend a lot of time with a person that has no real potential of accessing your product or service. Time is a valuable resource. Handle with care.
First lines of your conversation will be decisive on whether you go on with the prospect discussion or you just find an elegant way out. Make sure not to hurt the person’s feeling even if it’s not your perfect prospect.
When you find the perfect prospect, be the first to act. Offer something before receiving. Offer to send him a sample of your product or make him a small service similar to that you usually do. Offer to send him some data about what you do (it’s ok once you spoke with him; otherwise it will be considered spam and treated in consequence).
If you send something, there will be a reason to get back in touch, to collect the feedback. Next time, when he will provide the feedback you will just act naturally. If the feedback is positive, then you can close on the sale. If he says “I will call you”, you just have to play along, say “ok, great” and contact him in about one week.
Another important step is to meet the customer. It is quite a big step. If you don’t sell him anything over the phone, “sell him” only the meeting (we will discover together how to do that, sometime soon). At the meeting you will just talk about the business, not sell anything. If you have half price and twice the quality of the competition, 50% of the prospects will ask for your product, you do not need fancy sales skills and tricks.
Just to remember you the Power of big numbers:
If you call 20 people you will talk to 2 people.
From that 2 people, one will become a prospect.
Out of 5 prospects, one will be good.
Only one of 2 good prospects will be a customer.
This means 1 customer out of 200 calls. The sooner you make the 200 calls, the sooner you get your next customer. 20 calls per day generate about 25 customers/ year. Usually this amount is enough for young business to start-up. If you need more, you should just call more people J.
2. Create and wait.
This is Magic. Larry says that usually he is very pragmatic, but this is something that is not to be scientifically explained. However, it works every time.
I will not detail very much as I will cover it in another post, but I agree with Larry. I experienced on my own and it works every time. It is pure Magic and you should use it with no questions asked. Just do it.
You are supposed to imagine the outcome in the deepest detail. I mean, really see the beautiful flowers you want to pick in your wonderful holiday in Europe or Hawaii. Really be able to smell the freshness of the leather on your dream car.
Just do that for a while, until it becomes something natural, unforced.
Then wait for it to happen. Because it will.
3. “To want” vs. “to do”
It’s fun to have fantasies. It is enjoyable. We always dream about the things that we want. And sometimes we think about the things that we had and the experiences that we lived.
This makes us neither very happy nor productive. It is about living in the future or living in the past. To fantasize constantly and always compare what you have with what you want is not letting you live in the present.
Larry asks you to live in the present, “do” more and enjoy the present moment and situation rather than always look for the better future.
Once you reach a goal you must celebrate and enjoy it for a short while. The satisfaction will normally fade away in some time, and you will need to get another thing done to get the same good feeling.
A famous Football coach was asked about the secret of his team’s success. He answered: “We focus on every match; one at the time. We have the 24 hour rule. If we win, we celebrate for 24 hours then prepare the next match. If we lose, we debate, argue and blame each-other for 24 hours then prepare the next match.
Stay in the present and act. Now.
4. Sales – the ultimate key to success.
Bottom line: nobody gets paid until somebody sells something. No business survives without customers.
So the most simple and basic idea: do not neglect selling your product or service. Good sales make the business successful.
Gain and retain customers.
In the end it is not the brilliant management, the beautiful product, the perfect organization.
It is as simple as selling to the CUSTOMER.
So… sales, sales and sales.
And as a dessert, the final idea is that being rich is generally not solving to many problems, but provides us from thinking about money (which is good, I would say :)).
But Larry also said it openly, no richness without a lot of work and on this point I have to refer to an article of my newest friend, Clay Franklin.
Don’t forget: being rich is not a number, but a lifestyle. It’s all relative.