Funny though, the other day, I put two posts on Facebook.
One was a hilarious 3-second video a friend made of me cursing and then my head exploding (random, I know, but that’s my thing).
The second post was two sentences about how you need to stop looking for the “easy” way in your business. Hustle and get to work.
When I put up the cursing, head exploding video I lost 3 likers.
When I put up the work comment I lost 15 likers.
Because apparently the most offensive four-letter word is WORK. Followed pretty closely by SELL.
Hurtling Down the Hustle Your Arse Off Road
Want to make a million dollars in your underwear working four hours a week? Read on – I will show you how!
Are you ready? This will change your life!
Here’s the secret – THIS DOESN’T HAPPEN.
Alright, it might happen years into your business, when you’ve put in thousands of hours of fingers-to-the-bone work (possibly in your underwear; I’m not judging) and you’ve become an authority in your industry who people are begging to work with.
But until then, there is no easy road.
There’s only the Hard Work road.
The Hustle Your Arse Off road.
The Put It All on the Line road.
Or … the Give Up and Go Home road.
You might have figured out that I’m an upfront person. I’ve always laid down the truth to my clients, have never lied and told them it will be easy. I’ve never, ever sold the “get rich quick” idea.
Unfortunately, that is exactly what so many business coaches out there sell.
It’s a fallacy, but it’s the lie people want to believe. They don’t WANT to do the work, they don’t WANT to put in the long hours, worry about losing everything or sell their house to put the money into the business. They WANT it to be easy.
It’s a lot harder to sell the truth (that business is fulfilling but difficult, that it’s going to be more work than your old job in corporate) when the lies are repeated so often, and they’re so much more comfortable to believe.
But at some stage you’re going to have to accept reality and choose your road.
But then, speaking of SELLING the easy road … It still means making some damned sales!
I’m always amazed at the lengths business owners will go to in order to get out of selling.
There’s so much sales fear, so much trying to build the perfect mousetrap that will stop you ever having to (horror!) TALK to people.
But you need to deal with the fact that BUSINESS IS SALES. If you’re not selling, you’re not getting customers and you’re not making money. And if you’re not making money, you don’t have a business.
Whether you send out round on round of weak emails or whether you pick up the phone and start dialing like a mofo, you’re selling – or, more accurately, trying to.
The big difference is the effectiveness, especially early on in your career, before you’ve built a huge and responsive list.
Sure, these days I can send out an email for a $70k program and get a good response. But I paid to build that list with the sweat of sales.
The interwebs is awesome. And I am, at heart, a marketer. I love to write. I love psychology. I’m an introvert who would happily sit behind a computer and never speak to anyone ever.
But I push myself to get on the phone. I push myself to sell from stage. I push myself to sell in person.
Because truly great marketing comes from an understanding of the sales process.
We can guess all we like about what people want. We can draw all kinds of conclusions. But the only conclusion that ever counts is the resolution to the question:
“So will that be Visa or Mastercard?”
I get that sales is scary.
And you’re not alone in that fear.
It’s so common that I would wager it’s the number one problem facing business owners today. Not the economy, not generating leads, not choosing what color to use for the logo. Being too scared to pick up the phone is the biggest thing that will kill your business.
Some of you might know my husband, Thor, from Facebook. He’s a sales zealot. He’s not just one of those guys who used to sell back in the day – he’s on the phone every day. Talking to prospects and clients. Hustling.
Just because you’re making good money doesn’t mean you should let your skills rust. Quite the opposite – there’s no more dangerous time to relax and go rusty.
Anyway, this is one of my favorite quotes from him:
“Sales is where love meets self respect. You have to love someone enough to put your own stuff aside and get on the phone to help them – and you need to respect yourself enough to charge for it.” – Thor Saleswarlord