STRATEGY 17

Recently, I heard a business consultant, whose name I've
forgotten, interviewed on the radio and he claimed it takes
an average of 17 contacts for a customer to make their
first purchase from a new business. Now, I have no idea
where he got that statistic and I doubt it has any
precision to it, but it does contain an essential business
truth.
This week, two clients made dramatically different comments
about their expectations for success. One volunteered that
she was developing a marketing plan she could maintain "for
at least a year, to see if it will work."  The other noted
that she had tried a program, "but no one signed up, so I
guess I'll have to try something else."
Note the difference in expectations and perceptions of
business realities.
The first understands that building her business,
attracting customers and achieving profitability is a long-
term process. She's intentionally focused on a cost
structure she can maintain for many months, even if there
are few initial sales. The other client tried it once, it
didn't work, and now wants to try "something different." 
Now of course, I hope your sales come quickly, easily and
profitably, but in designing your business, always think in
terms of sustainability. Design systems that you can
support financially and emotionally over the long-term. It
may take 17 invitations, or 17 weeks, or 17 promotions, or
17 conversations before you become an "over-night
sensation!" Plan accordingly.

PENNY WISE POUND FOOLISH

Like most people don't fly first-class very often, and
I think that's a mistake we're going to change. The
difference in productivity, comfort, convenience and energy
made it a great investment.
One of the key things about extremely successful people is
that they use their time, talents, and money differently
than everyone else. Highly successful people know where,
when and how to focus their activities. They do not spend
their capital foolishly but they do recognize and seize
opportunities when they can.
Their use of time is perhaps the best and most obvious
example.
Highly successful people invest time wisely. They always
think about their return on investment, and they watch less
television (and different programs) than the rest of us.
They use their daily commute to listen to educational or
motivational audio programs. They use their exercise time,
even time in the shower, to learn and expand their skills.
A colleague listens to CD's while he shaves and says it is
often the most valuable time of his day.
Recently, a client who writes a large number of reports
told me he invested $10,000 in an old, 1995 limousine.
Members of his staff do the driving, while he writes in the
back. At first he said he was embarrassed about it, but
noted that he has added almost 8 hours, or nearly 40% (!)
to his weekly "office" time. He identified it as one of the
most productive investments he's ever made.
I love that! It's creative, fun, and effective. He arrives
for meetings in an old but well-polished limo (impressive!)
and if it doesn't work out he can sell the limo and still
have a great story to tell. That's a winner all the way
around!
Most of us waste our nickels and dimes, while failing to
invest dollars in our future. My mother used to say
that was "penny wise and pound foolish," which meant that
most people waste their time, money, energy and
intelligence on the "small" things in life and have nothing
left for the "big" things.
Most of us work hard and go from early morning until night,
and the question is not whether we "work hard," but whether
or not we are truly productive.
Highly productive people don't waste time. They don't waste
money on impulse purchases, or get rich quick schemes. They
don't waste their emotional and intellectual capital on
things that are over and done with. Instead, they focus on
the future and invest their time and energy where they will
get the best return.
Recently, I talked with a man who bragged about saving $40
by making a purchase on the Internet, and at first, I was
impressed. Then I learned that it took him almost eight
hours (!) to find that deal with a company he'd never heard
of before. Given his earning potential, I questioned
whether that was the best use of his time, and thought it
was a great example of "penny wise and pound foolish."
Will I always fly first class from now on? No. The
difference in cost won't always be worthwhile, but when I
have work to do, or need to be sharp and "ready" when I
arrive, first class can be a great investment.
Review your habits and investment patterns. Where are you
spending time, money, energy or emotions on the "small"
things of life? Where could you make an adjustment that
would pay huge dividends? Remember the limo story, and look
for opportunities to increase your productivity, reap the
rewards and have fun doing it. That's a true win-win-win!

THE SCIENCE OF MONEY: EARN MORE BY LEARNING MORE

How much do you know about money?

It’s interesting that most people think about money all the time and don’t know anything about it.

By understanding the history of money you can increase your earning potential by a great deal.

There is a secret to being able to earn more…

The History of Money

At one time, there was no money, there was only bartering. If you caught a fish, you would trade with a person who had cut down a pineapple from a tree.

If you made boats, you would trade with a person who would build your house for you.

Everything was always trading goods for goods. This eventually became really awkward and clumsy, so finally we had to find something that everyone valued.

The solution to bartering eventually became money…

Things like precious stones like gold and silver, or even brass and copper were used as currency for a time. During the early times of the United States, beautiful seashells were also considered to be what is called a “store of value”.

What does this mean for you?

Your Most Valuable Asset

Your most valued financial asset is your earning ability.
Now, where does the money come from?
What happens is you trade your labor (mental, emotional, or physical) for money. And then you take that money and you buy the results of labor of someone else whether it be at the grocery store or the car dealership or the clothing store.
What we do is we trade our labor for money and then we trade that money for the labor of other people.
So if you want to be paid more, promoted faster, or increase your earning ability, you have to increase the value of the work that you do.
The whole subject of inequality is, unfortunately, self-determined. People decide to be unequal to others, especially in earning ability, because they decide to stop learning and growing and becoming better in their field.

Add Value to Everything You Do

The thing about money is that you can have all the money you want and earn it honestly by contributing value to other people.
By doing things for other people that are valuable, important, and help them get the results they want, and they will pay you for.
That is the basis of money.
When you start a business, it’s very similar. When you work for a company, it’s very similar.
But money is merely a method of exchange for the quality and quantity of your work which enables you to buy the quality and quantity of work from others.

“If you want to be paid more or promoted faster, you have to increase the value of the work that you do.” – Brian Tracy

LEARNED ANYTHING NEW?

We constantly hear that what you know and who you know are
the twin paths to success. I believe that, and yet I'm
constantly amazed at how little responsibility people take
for up-grading their skills.
This week, I learned that the garage where I take my car
requires their employees to spend more hours (and more
money) per year on continuing education than most states
require for doctors, lawyers, or other professionals. Think
about that the next time you take your car in for repairs--
or the next time you talk with your physician!
I try to "practice what I preach" and this Sunday, while
you're reading impact, I will take a one-day
training to help us achieve our most important goals. Then,
in August, I'll spend two more days to get even better at
what I do. And in November, still another day, learning
even more with the same group of experts and advisors.
Sure, we'll have time for networking and fun, but the key
is that we are committed to learning more to make more,
build our business, and get better at the coaching I love.
Periodically I hear reports of how few books the average
person reads, or how few classes they take after they leave
school. I remember once hearing a friend say that if her
employer wanted her to get more education, "they'll have to
pay me for it." What a tragic attitude!
The keys to success are being able to do more, quicker and
better than your competition, and most of the time that
means KNOWING more than the next person. It means knowing
more about language, history and culture, knowing more
about your industry and having better contacts. It means
knowing HOW to learn, and using it to your advantage.
As Brian Tracy said for years, read the books. Attend the
seminars. Take the classes and expand your world. Jim Rohn
put it this way: "Work harder on yourself than you do on
your job."
To work less and earn more, you've got to know more than
your competitors. This week, sign up for at least one
seminar. Check a book out of the library. Plant the seeds
for your future. Learn more to earn more!

THE TEMPERATURE OF EXPLOSIVE SUCCESS

Philip Humbert wrote, "This week, I had a conversation about the driving force
behind the Industrial Revolution. Those early railroads and
steamships created the world we know. Before the Industrial
Revolution, we lived on farms and traveled on horseback.
Afterwards, we lived in cities, and railroads and massive
steamships made commerce, education, travel and prosperity
possible.
So, what powered the Industrial Revolution? Water. More
specifically and more explosively, steam!
My friend pointed out that humans have depended on water
for thousands of years. Water wheels have been around for a
long time, and primitive sailing ships made exploration and
early commerce possible, but they had little impact on the
average person. Even hot water is of little use. In fact
most of us avoid getting in "hot water" and use it only for
brewing tea or washing dishes. Even at 211 degrees
Fahrenheit, water is not very exciting.
But add just one more degree and something amazing happens!
At 212 degrees, you get steam and steam moves mountains!
I'm convinced this metaphor applies to achieving our
dreams.
As a golfer, I know that the difference between a world-
class PGA professional and a local club champion is
measured in the tiniest of increments. To earn fame and
fortune on The Tour requires the professional to be an
excellent putter, but none of them sink every putt, every
time. In fact, a millionaire professional makes less than
two more putts per round of golf than some of the golfers
at your local club. In putting, small differences are worth
millions of dollars per year!
When I started as a Psychologist, there were three other
people who shared the same specialty in our community. When
I arrived, they had a monopoly and there was "no market"
for me to make a living. My three competitors had years of
experience. They had superb reputations, and our referral
sources all knew and liked them. I was a nobody, young and
untested. But I found an edge.
My competitors took up to a month to complete evaluations
and get reports back to the people who needed them. I
arranged to dictate my reports, have them typed and
delivered over-night. Were my reports any better? Of course
not. Given my lack of experience, they probably weren't as
good but when I personally delivered my results the next
day, I got attention and soon had all the business I could
handle.
The difference between "good" and "excellent" is very, very
small. In my case, the difference actually had little to do
with the scientific accuracy of my results. I just
delivered my results faster, and that made "enough"
difference to build my business.
For many people, the difference between being slim and fit,
verses gradually becoming heavy and unhealthy may only be a
hundred calories per day. Eat even a few more calories than
you burn each day and you gain weight. Burn a few extra
calories each day, and you lose weight. Sure, optimum
health may be more complicated, but it starts with a very
small number of calories, maybe only one cookie per day!
This applies to any goal you want to achieve. Remember the
old saying, "inch by inch, anything's a cinch?" The
opposite is also true. "Yard by yard, everything is hard."
High achievers know that small differences make all the
difference. The Industrial Revolution changed everything
and it began with only one degree of additional heat
applied to common, every day water. Boil the water, channel
the steam, and you've got a locomotive to change the world.
What small differences will you make this week? Perhaps
you'll make one more sales call, or prepare a bit more
thoroughly for your next presentation. Whether in golf or
sales or even in parenting, the top performers are rarely
dramatically better. Typically, they are "ordinary people
doing ordinary things, extraordinarily well." This week,
strive to do a few ordinary things just slightly better. I
think you'll see an extraordinary change in your results.

GO WAY BEYOND REASONABLE

Consumers have a world of choices for even the most mundane
purchases. We have a dozen grocery and convenience stores
near us. There are pages of dentists, doctors, lawyers and
accountants in the phone book. My website is hosted…I don't
even no where!
So what makes people go out of their way to do business
with you?
Philip Humbert said, "Recently, a friend told me about a wonderful

experience he had when GM agreed to pay for work on his vehicle even
though it was 35,000 miles (!) out of warranty. In a less
dramatic story, we recently got Toyota to service the air
conditioner in Mary's car even though it was over the
warranty miles. Those stories turn customers into
"fanatics!"
I've often told the story of Fiddler's Green, a golf shop
here in Eugene that brags of having the largest on-course
pro shop in the world. People drive hundreds of miles to
buy golf clubs, bags and accessories from "Fid's" because
of their extraordinary service. The place is huge, and it's
fun. They greet you at the door, and they always have what
you're looking for--plus a few other "essentials" I didn't
know I was looking for!
I once wore out a golf bag, and they replaced it free. I
used it for over two years when the strap broke. I figured
that was ordinary wear and tear and I just wanted to get
one like it. The owner talked with me, said he'd "see what
I can do," made a phone call and handed me a brand new bag.
Now I'm telling you  about it, and recommending Fiddler's
Green to about 40,000 people!
What do people say about you and your business? How many
"fanatics" do you have? It only takes a handful of loyal,
life-long customers to make any business successful, but
too often we focus our attention (and budgets) on
advertising to get new customers in the door. That's a very
expensive way to do business!
Amaze your customers. Astonish them. Go way beyond