I get up every morning and pee. Then I weigh (I’ve always struggled with weight). I throw on running shorts and socks. Then I head downstairs and eat breakfast while reading the New York Times on my iPad.
Now I’m supposed to head out for a walk or run. That’s where the plan often comes off the rails. Those first few steps are the toughest. If I can get to the door, I’m golden. I’m not always golden.
Lots of days I detour upstairs, shower, and go to work.
It’s funny because I know (intellectually) that exercise works for me. If I can get out the door, I’ll have a better day. I’ve already succeeded when I get back from my run, and success breeds success. I’ll feel better, my interactions with everyone will improve, and I’ll make more money. I’ve seen it happen time and time again.
Marketing is a lot like exercise. It’s tough to get going, but once you get going, everything falls into place. Referral source meetings are the best illustration. Making the call to a referral source to set up lunch starts the ball rolling. Once you’ve set the appointment, you’re a winner. You’ve accomplished an important goal. Everything in your business will go better because you’re winning.
It’s all downhill once you’ve made the appointment. Doing the lunch is easy. It’s on the calendar. All you’ve got to do is show up and be nice (which is hard for me, but you’re probably a nice person, so it’ll be easy for you). Good conversation will happen, and referrals will follow.
I’m not telling you anything you don’t already know. You know making that call will be good for you (like exercise), yet you get hung up on making the call. If only you could get your fingers moving over that phone keypad, everything in your life would smooth out. You’d feel good. Your revenues would increase. Your employees would stop worrying. You’d be golden.
Make the F R E A K I N G call, okay?
Once we get going, whether it’s exercise or marketing, it’s much easier to keep going. Now we’re feeling good about ourselves. We’ve got momentum. It’s that first effort that’s so challenging. We’ve got to kick ourselves in the pants.
The only secret I can share–something that sometimes works for me–is to focus less on why I don’t want to act and focus more on the results. I like to think about how good I’m going to feel with my success. I visualize the way it feels when I walk into the office building knowing that I have already accomplished one of my most important goals for the day. When I get my brain in that success space, I’m far more likely to get out the door.
It’s your turn now. You’ve got a phone in your pocket or on your desk. All you’ve got to do is dial. It’s time to stop focusing on the reasons not to act and start focusing on what it’s going to feel like when you’ve already accomplished your goal of scheduling that meeting. Move your head toward that success space. You can do it.
It’s time to make a call.
