Systems and Perseverance

In my last post, I talked about shifting our focus from our goals to the steps we will take to attain them. In other words, viewing the means as the ends.

This perspective can be particularly beneficial when we are pursuing a goal that does not show immediate results. Viewing the means as the end helps us to persevere. It helps us continue the steps necessary to attain our goal.

As an example, I often meet a lot of resistance when I teach contractors my sales system. A big part of the resistance comes from the fact that I suggest that the contractor raise his labor rate. They don’t believe that they can sell jobs at a rate that is 50 percent to 100 percent higher than what they have been charging.

If they continued doing things as they have in the past, their concerns would be valid. But sales do not occur in a vacuum. Increasing one’s price involves more than simply putting a higher number on the estimate. Obtaining higher prices must be a part of a sales system.

The sales system that I teach involves a series of steps that are relatively easy and inexpensive. They are designed to immediately and significantly differentiate a contractor from his competitors.

Once they overcome their fears and implement the system, contractors discover that customers are not as concerned about price as much as the contractor believed. They discover that their closing rate remains the same (and often increases) despite the higher price.

Our goal as a salesman is to sell paint jobs. But if we focus on getting the sale, rather than the process to obtain it, we do ourselves and the customer a disservice. And we get fewer sales. However, if we focus on the system—the steps necessary to achieve the desired result—good things usually happen.

Focusing on the means makes it easier to persevere when things aren’t going well. And perseverance makes it much more likely that we will get the results we desire.

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