At a home accessories and furniture store I saw a couple of large metal wall pieces I liked for my office. This place looked like a family-run operation. The owner saw my obvious interest in one, came over, and asked if I liked it.
I tried not showing too much emotion and asked how much better he could do. His reply was brilliant:
"These are almost double this amount at Robb & Stucky's (a high-end furniture store in Scottsdale). You can have it for only $295."
Great answer!
I'm always prepared to pay full price, but I also like to ask for the sport of it, and, well, because it works. So I then said,
"How much better can you do if I also get that one over there," pointing to a similar piece on the wall.
I expected something solid like, "Same thing with that one. Together, you'll double your savings from anywhere else."
Suddenly, though, he turned into a different person. He caved in, saying,
"Ah, well, OK, I can give you $75 off if you get both."
He gave away pure profit.
Here's something that's not too profound at first glance:
"A dollar in cash money or credit that you give away is always a dollar of lost profit."
However, this has enormous implications when you put it in the context of price objections, negotiations, and concessions, and also special offers, discounts, and incentives to purchase.
And with that context in mind, here's another piece of wisdom:
"The perception of the value of what you give away- in the mind of the receiver-can be greater than its price tag."
OK, so what does all this mean?
Here's an example. A printer had missed a deadline date for an order. It caused me inconvenience. In the past I've had printers who knocked something off the price when they screwed up. Instead, she apologized profusely, and recovered with this:
"Here's what I'm going to do for you. I've run 20% more than what you ordered, no charge. And the next time you do a black and white printing job like this, I'll throw in a second basic color at no charge."
If she would have knocked $100 off the bill, that would have cost her $100. I imagine she probably has to do at least $400 worth of business to make $100 net profit. Instead, she offered to give me 20% more than what I ordered, which cost her very little, since she probably ran 10% more than what I ordered anyway and would have just wasted it, and her additional cost was essentially just for the paper.
As for the second color on the next job, not only is that a clever way to ensure future business (kind of like having a gift certificate-who hasn't made a shopping trip to redeem it even if we didn't need anything?) but it also had a high perceived value to me because it's something I normally pay for.
Her only cost is to run the job through the press a second time, and for the colored ink (which she'd likely have on the press for another job anyway); again much less than the perceived dollar value.
Think of how you might be able to use these ideas to avoid giving away dollars in cash, and persuade people to buy, or buy more quickly.
Here are some ideas.
Understand what's important to them. Of course, all selling gets back to this. Money often takes a back seat to other priorities. For example, if you're in a price negotiation and you also know the buyer is under a time crunch, you could offer quicker delivery instead.
Give product instead of dollars. Instead of dropping price, throw in some additional products. Give them something they're not buying from you now. It gives them the opportunity to test something out, which could lead to future sales of that product. This also works great if they are a reseller. They can then make a profit from what you give them. Also, the actual retail price of the product could be much greater than the concession or discount they want, but your actual cost is lower.
Monday, February 11, 2008
Soft Sales Techniques for Specialty Law Firms
Lock Horns and Hobnob
Make use of past opponents for long-term business development and network development.
The world of specialty law is a small one. Throughout your career, you will encounter the same attorneys you have once argued against. By using the proper techniques, you can maintain good relationships with other lawyers in your field, whether they are your allies or your opponents. Take advantage of prime opportunities to get on friendly terms with an attorney you observed to be a good advocate for his or her client.
Also, note which executives participated in the case; they can also be very good sources of future legal business and networking opportunities.
Don't Lose Touch
After an acceptable time has passed and your opponent has had a chance to lick his or her wounds (or vise versa), reach out to them. Congratulate the fellow attorney for a stellar representation of his or her client, them invite them out for coffee or lunch.
Keep in touch by email. Send the acquaintance copies of articles that you think they might be interested in. Inquire about upcoming conferences or seminars you might both attend.
Keep in mind that future new business opportunities may come from referrals, even referrals from former opponents.
As I mentioned, business executives are also good contacts for networking. Try a more subtle approach to continual law firm marketing. If you service a company on a project basis, such as a merger, invite the inside counsel and executives in direct contact with you out for social events or to a conferences to deepen (and perhaps solidify) the business relationship.
Make use of past opponents for long-term business development and network development.
The world of specialty law is a small one. Throughout your career, you will encounter the same attorneys you have once argued against. By using the proper techniques, you can maintain good relationships with other lawyers in your field, whether they are your allies or your opponents. Take advantage of prime opportunities to get on friendly terms with an attorney you observed to be a good advocate for his or her client.
Also, note which executives participated in the case; they can also be very good sources of future legal business and networking opportunities.
Don't Lose Touch
After an acceptable time has passed and your opponent has had a chance to lick his or her wounds (or vise versa), reach out to them. Congratulate the fellow attorney for a stellar representation of his or her client, them invite them out for coffee or lunch.
Keep in touch by email. Send the acquaintance copies of articles that you think they might be interested in. Inquire about upcoming conferences or seminars you might both attend.
Keep in mind that future new business opportunities may come from referrals, even referrals from former opponents.
As I mentioned, business executives are also good contacts for networking. Try a more subtle approach to continual law firm marketing. If you service a company on a project basis, such as a merger, invite the inside counsel and executives in direct contact with you out for social events or to a conferences to deepen (and perhaps solidify) the business relationship.
Friday, February 8, 2008
Sales Coaching - 9 Mistakes That Will Cause You to Fail
I work with and am friends with a number of financial advisors. In a recent conversation with a veteran in the business we discussed the main reasons new advisors don't make it. Truthfully your odds of making it in the business are pretty slim if you just do what they tell you do to, but your actions determine your results and your future.
Lots of people enter the industry and only are rare few are still in the business after five years, and even fewer are successful. As we spoke we shared our experiences as to why so many people with so much potential fail from the perspective of the veteran who has seen people come and go like a revolving door, and the coach who works with the elite few who are committed to making it. By the end of our conversation we had a list of 9 mistakes those new to the business make that lead to their failure:
1. you still have a wage earner mind-set and lack the entrepreneurial drive to make it work no matter what
2. you think you're selling products
3. you don't understand that it's all about the relationships you're able to start and build
4. you lack focus, direction, and commitment causing you to get off track going in the wrong direction changing directions to chase the next great idea
5. you think you're different that you're a super star, but you're actions don't back up your bravado
6. you have a scarcity mentality and you're afraid to invest in yourself to develop the skills you need to succeed
7. you think you know what to do, but you don't know how to do it
8. you don't know what you don't know and you aren't trying to figure out what you don't know or how to know it
9. you confuse activity with results and burn out with little to show for your tremendous efforts.
Did you recognize any of those fatal mistakes in yourself, or are you thinking you aren't making those mistakes but you know others who are? I know the list is pretty harsh, but review it again and be harshly honest with yourself. If you aren't headed where you want to be it's pretty likely that one or more of those mistakes are getting in your way.
Lots of people enter the industry and only are rare few are still in the business after five years, and even fewer are successful. As we spoke we shared our experiences as to why so many people with so much potential fail from the perspective of the veteran who has seen people come and go like a revolving door, and the coach who works with the elite few who are committed to making it. By the end of our conversation we had a list of 9 mistakes those new to the business make that lead to their failure:
1. you still have a wage earner mind-set and lack the entrepreneurial drive to make it work no matter what
2. you think you're selling products
3. you don't understand that it's all about the relationships you're able to start and build
4. you lack focus, direction, and commitment causing you to get off track going in the wrong direction changing directions to chase the next great idea
5. you think you're different that you're a super star, but you're actions don't back up your bravado
6. you have a scarcity mentality and you're afraid to invest in yourself to develop the skills you need to succeed
7. you think you know what to do, but you don't know how to do it
8. you don't know what you don't know and you aren't trying to figure out what you don't know or how to know it
9. you confuse activity with results and burn out with little to show for your tremendous efforts.
Did you recognize any of those fatal mistakes in yourself, or are you thinking you aren't making those mistakes but you know others who are? I know the list is pretty harsh, but review it again and be harshly honest with yourself. If you aren't headed where you want to be it's pretty likely that one or more of those mistakes are getting in your way.
3 Key Elements For Cold Calling Effectiveness
When most people hear the words "cold calling" a wide range of emotions typically flood the mind and body, and most of which are less than pleasant. It is true that there are some drawbacks to cold calling, and it is certainly not the most glamorous and sexy tool for growing a business, however cold calling effectiveness, from a financial standpoint is the best way to put the most amount of people in front of what you have for the least amount of coin.
So you have decided to give cold calling a try despite what you may have heard about it. I think that you are making a very wise choice. Cold calling effectiveness takes a lot of work and dedication but the payoffs are astounding once you get into a rhythm and master the trade.
The 3 Key Elements Of Cold Calling Effectiveness:
1. You must have a Prospecting Script
This is a must. Some people say that you should go into the prospecting process flying blind and that a script will make you sound mechanical and will decrease your ability to be personable. I couldn't disagree more with that statement. Having a prospecting script actually allows you more flexibility by allowing you to be more personable. You need to have your script memorized, because it allows your words to flow from you naturally, rather than appearing to be forced off of the paper you are reading. It allows you to be more prepared, targeted, consistent and professional when you have a script. So don't go without one or you will not be maximizing your cold calling effectiveness.
2. You must have a system in place for tracking and analyzing your cold calling data.
I recommend using excel for tracking your data. What I mean by having an effective cold calling system, is to track and analyze your most pertinent pieces of data. I have assembled a list of what I track for you here:
-Name
-Number
-Time Zone
-Contact
-Disconnect
-Invite (Invited to a Presentation Call)
-Confirm (Confirmed that they would go)
-Call Back (Did they call you back)
-Attempt to Close
-Close
The first block of every column should have one of these titles representing the columns contents. Once they are in place you can easily sort your names and numbers by time zone and track your disconnects, wrong numbers, people you contacted etc. by simply putting an "x" in the box next to their name, that describes that particular lead the best.
3. Dial Prudently And Consistently
If you want to have cold calling effectiveness then you need to have a work hard mentality. I personally don't know a better way of getting a massive number of prospects that have a need want or a desire in front of your products and services, without breaking the bank, than cold calling. To maximize your cold calling effectiveness I recommend you dial between 150-200 leads per day for a total of about 800-1,000 per week. If you will make a commitment to yourself to do at least that number every week you will without a doubt become effective at cold calling.
So you have decided to give cold calling a try despite what you may have heard about it. I think that you are making a very wise choice. Cold calling effectiveness takes a lot of work and dedication but the payoffs are astounding once you get into a rhythm and master the trade.
The 3 Key Elements Of Cold Calling Effectiveness:
1. You must have a Prospecting Script
This is a must. Some people say that you should go into the prospecting process flying blind and that a script will make you sound mechanical and will decrease your ability to be personable. I couldn't disagree more with that statement. Having a prospecting script actually allows you more flexibility by allowing you to be more personable. You need to have your script memorized, because it allows your words to flow from you naturally, rather than appearing to be forced off of the paper you are reading. It allows you to be more prepared, targeted, consistent and professional when you have a script. So don't go without one or you will not be maximizing your cold calling effectiveness.
2. You must have a system in place for tracking and analyzing your cold calling data.
I recommend using excel for tracking your data. What I mean by having an effective cold calling system, is to track and analyze your most pertinent pieces of data. I have assembled a list of what I track for you here:
-Name
-Number
-Time Zone
-Contact
-Disconnect
-Invite (Invited to a Presentation Call)
-Confirm (Confirmed that they would go)
-Call Back (Did they call you back)
-Attempt to Close
-Close
The first block of every column should have one of these titles representing the columns contents. Once they are in place you can easily sort your names and numbers by time zone and track your disconnects, wrong numbers, people you contacted etc. by simply putting an "x" in the box next to their name, that describes that particular lead the best.
3. Dial Prudently And Consistently
If you want to have cold calling effectiveness then you need to have a work hard mentality. I personally don't know a better way of getting a massive number of prospects that have a need want or a desire in front of your products and services, without breaking the bank, than cold calling. To maximize your cold calling effectiveness I recommend you dial between 150-200 leads per day for a total of about 800-1,000 per week. If you will make a commitment to yourself to do at least that number every week you will without a doubt become effective at cold calling.
Thursday, February 7, 2008
Sales Campaign 101
When it is found necessary to sell a product there must be some definite series of plans by which sales are to be made. These plans make up what is commonly termed a sales campaign. Such plans may be made in outline; they may be worked out to the smallest detail. Obviously, where every possible means is to be used in making sales it will usually be preferable to make an outline of the scheme and fill in the details as far as possible. How far this will be possible will depend greatly upon the size and certainty of the plan which is to be pushed. A dealer with limited capital who wishes to exploit a new product will necessarily be unable to do much more than make a broad outline of the things he expects to do, and the general means by which he helps to accomplish them.
On the other hand, take the case of a large industrial in the jobbing trade. Suppose this to be a leading wholesaler of all kinds and grades of tobaccos. This huge industrial, having ample capital and far-reaching trade relations, decides to go into the retailing business. It is possible for such a concern to plan a campaign in detail for a year ahead. This campaign they can carry out as planned, for they have the trade experience from which to draw in making trade plans and the funds to put these plans in execution.
Trying Out. Business is uncertain. This uncertainty has brought about the use of methods the object of which is to determine whether or not a plan under consideration will pay. This is known as "trying out." The general scheme of try-outs is simplicity itself. Instead of risking a large sum on a venture of any kind, as small an amount as possible will be hazarded for the purpose of trying how the "paper plans" materialize. IT this test results favorably it is probable that the entire scheme may be made to go. If it fails it means that the plan must be remodeled.
Try-outs may be applied to schemes in general, but more commonly are used to determine the relative pulling powers of circulars, letters and advertisements.
Trying Out a Scheme. The ordinary method of trying out a scheme is as follows: A manufacturer may have a line of goods which he has never pushed, but for which he thinks there is a sale. He will make up enough of these goods to supply a small territory and then proceed to work that territory with the means that he has at hand. He is not able, of course, to do extensive publicity advertising or advertising for anything but direct sales in this territory, but he can use every other method of trade-getting that there is known. He may circularize the place, distributing samples, send out letters, co-operate with the dealer and use every means possible to work up a demand except conducting a general publicity campaign. Experience in the marketing of his regular product will help him in determining whether the results are such as to put his new product on a profitable basis.
Sure Schemes. This method of trying out a scheme is the opposite of that used by a large manufacturer or jobber, who has the money and who knows that his product will succeed. When the promoters of Uneeda Biscuit started out they did not need to make any try out, for they were satisfied that the scheme was all right and that it would pay. To quote a later example, when the same firm which had made such a success of a certain well known breakfast food decided to put out another similar product they did not need to make any try-out in a limited territory, for the experience of the promoters and the field for the product made it sure that the marketing would be a success.
For a large manufacturer or jobber there is one thing to be remembered, that the try-out does not get the impetus that a campaign does. As a general thing, a sales campaign will not reach its "gait" until everything has gotten to running smoothly. In a try-out campaign the employees who are handling it cannot become thoroughly accustomed to their work; then each may not have the faith in the product that the promoter does; finally, unforeseen obstacles are all the while coming up. This explains the reason why in marketing a product that so many times it is necessary to put a great deal more money and energy into a campaign than was originally planned.
On the other hand, take the case of a large industrial in the jobbing trade. Suppose this to be a leading wholesaler of all kinds and grades of tobaccos. This huge industrial, having ample capital and far-reaching trade relations, decides to go into the retailing business. It is possible for such a concern to plan a campaign in detail for a year ahead. This campaign they can carry out as planned, for they have the trade experience from which to draw in making trade plans and the funds to put these plans in execution.
Trying Out. Business is uncertain. This uncertainty has brought about the use of methods the object of which is to determine whether or not a plan under consideration will pay. This is known as "trying out." The general scheme of try-outs is simplicity itself. Instead of risking a large sum on a venture of any kind, as small an amount as possible will be hazarded for the purpose of trying how the "paper plans" materialize. IT this test results favorably it is probable that the entire scheme may be made to go. If it fails it means that the plan must be remodeled.
Try-outs may be applied to schemes in general, but more commonly are used to determine the relative pulling powers of circulars, letters and advertisements.
Trying Out a Scheme. The ordinary method of trying out a scheme is as follows: A manufacturer may have a line of goods which he has never pushed, but for which he thinks there is a sale. He will make up enough of these goods to supply a small territory and then proceed to work that territory with the means that he has at hand. He is not able, of course, to do extensive publicity advertising or advertising for anything but direct sales in this territory, but he can use every other method of trade-getting that there is known. He may circularize the place, distributing samples, send out letters, co-operate with the dealer and use every means possible to work up a demand except conducting a general publicity campaign. Experience in the marketing of his regular product will help him in determining whether the results are such as to put his new product on a profitable basis.
Sure Schemes. This method of trying out a scheme is the opposite of that used by a large manufacturer or jobber, who has the money and who knows that his product will succeed. When the promoters of Uneeda Biscuit started out they did not need to make any try out, for they were satisfied that the scheme was all right and that it would pay. To quote a later example, when the same firm which had made such a success of a certain well known breakfast food decided to put out another similar product they did not need to make any try-out in a limited territory, for the experience of the promoters and the field for the product made it sure that the marketing would be a success.
For a large manufacturer or jobber there is one thing to be remembered, that the try-out does not get the impetus that a campaign does. As a general thing, a sales campaign will not reach its "gait" until everything has gotten to running smoothly. In a try-out campaign the employees who are handling it cannot become thoroughly accustomed to their work; then each may not have the faith in the product that the promoter does; finally, unforeseen obstacles are all the while coming up. This explains the reason why in marketing a product that so many times it is necessary to put a great deal more money and energy into a campaign than was originally planned.
Prejudging Your Customer
Yes I know this is something you never do & you've read it all before.
However when its blatant & it happens to me "to right" I'm going to share it...
Ive just spend the weekend in the Capital, here in New Zealand that is Wellington. My kids for the last few years have been hounding me to buy them a motor-bike to burn up and down the beach on. So we have sort of made a bit of a habit of stopping & browsing in motorbike shops & this weekend was no exception.
I had just started to gather a bit of speed after going thru an intersection when the voice from the back seat shouts bike shop - believe me it's better to stop than listen to the moaning for the rest of the day. So that's what we did.
With Harley's, Buell's & a number of others lined up on the street it created quite a first impression - When we walked thru the doors the place was bulging at the seams with stock - as you can imagine the kids were excited pulling me from one bike to the next.
In total we spend about 15 minutes in the store & in that time not one sales person approached us - I did a quick tally up & staff out numbered us 2-1. I guess we didn't look like bikers as while we were there a couple walked in dress in their leathers & were hit on before they time to catch a breath.
The opening line was so lame - CAN I HELP - the answer was always going to be no - I couldn't believe what happened next they were asked if they wanted a coffee - nice gesture however lousy timing as no relationship had been build.
I know what you are thinking we were not buyers & that is true on the occasion - as it turns out nor were the couple in leathers.
What was the difference between us & them? Only appearance & the salespersons perception - However the only thing they got right on this occasion is that we weren't buyers - but alas if we were buying the stage had been set & we would be spending elsewhere. The secondary damage that comes with the lack of customer service is my how fast word of mouth travels. This is something I will not do intentionally but I'm sure will come up in conversation from time to time.
I guess what I am alluring to is how many lost opportunities this firm & thousands of others miss out on each year due to prejudging their potential customers with poor customer service .
However when its blatant & it happens to me "to right" I'm going to share it...
Ive just spend the weekend in the Capital, here in New Zealand that is Wellington. My kids for the last few years have been hounding me to buy them a motor-bike to burn up and down the beach on. So we have sort of made a bit of a habit of stopping & browsing in motorbike shops & this weekend was no exception.
I had just started to gather a bit of speed after going thru an intersection when the voice from the back seat shouts bike shop - believe me it's better to stop than listen to the moaning for the rest of the day. So that's what we did.
With Harley's, Buell's & a number of others lined up on the street it created quite a first impression - When we walked thru the doors the place was bulging at the seams with stock - as you can imagine the kids were excited pulling me from one bike to the next.
In total we spend about 15 minutes in the store & in that time not one sales person approached us - I did a quick tally up & staff out numbered us 2-1. I guess we didn't look like bikers as while we were there a couple walked in dress in their leathers & were hit on before they time to catch a breath.
The opening line was so lame - CAN I HELP - the answer was always going to be no - I couldn't believe what happened next they were asked if they wanted a coffee - nice gesture however lousy timing as no relationship had been build.
I know what you are thinking we were not buyers & that is true on the occasion - as it turns out nor were the couple in leathers.
What was the difference between us & them? Only appearance & the salespersons perception - However the only thing they got right on this occasion is that we weren't buyers - but alas if we were buying the stage had been set & we would be spending elsewhere. The secondary damage that comes with the lack of customer service is my how fast word of mouth travels. This is something I will not do intentionally but I'm sure will come up in conversation from time to time.
I guess what I am alluring to is how many lost opportunities this firm & thousands of others miss out on each year due to prejudging their potential customers with poor customer service .
Wednesday, February 6, 2008
Six Tips For Effective Selling In A Tough Economy
1). Begin your day in pursuit of written goals. Many people feel that they don't need to write out their goals. Taking the time to hand-write your goals is an exercise in purpose and intent. It is a physical transmission from your conscious mind to a piece of paper. When you read your written goals daily (at the beginning and the end of each day, and as many times as you wish throughout the day), you are imprinting them upon your subconscious mind. Doing so empowers you to achieve them. When you simply "commit your goals to memory," you are at the mercy of every doubt and distraction and setback you face each day.
2). Choose your traveling companions wisely. It is said that you are the average of the five people you spend the most time with. Do you surround yourself with positive, optimistic people? Once again, the conscious mind is the gateway to the subconscious mind. Positive people and positive thoughts result in positive reinforcement of what you hold in your subconscious mind.
3). Limit your exposure to newspapers, cable news, and Internet news. It is good to be up to date on current events. It provides you with a means to converse with friends, family, and business associates in a relaxed manner. However, when you immerse yourself in negative stories about where the economy might be headed, you are surrendering to the opinion of the person who wrote that story. The economy is in a constant state of flux. News stories on the state of the economy in a year, a month, or a week are nothing more than projections and educated guesses. Do not surrender your energy and enthusiasm to someone's opinion. Deal with the facts that you see before you, today, right now in this very minute. Stay focused on what you want to accomplish.
4). Spend a minimum of 30 minutes each day in "quiet time." Find a place where you can remove yourself from noise and distractions. Visualize the successful completion of each of your written goals. Refuse to allow any mental picture that does not energize you to keep moving forward.
5). Contact your current customers on a regular basis, even if they're not buying. Be respectful of their time. If you find an article that might be of interest to them, print a copy, attach a hand written note, and drop it in the mail. Find a "value-added" way to remind them on a regular basis that your relationship with them is a priority.
6). Read about men and women who achieved great success in the worst of times. In his book How To Sell Your Way Through Life, Napoleon Hill tells the story of how he secured newspaper advertising space for his talks at a time when he had no money. It was during the Great Depression, and Hill remained focused on his goals and decided that he was not going to wait for his situation to change. He changed it himself by taking purposeful, confident action.
By following each of these steps on a daily basis, you will distance yourself from the majority of your competitors. You will not refrain from taking action because of external circumstances. You will continue to move toward your goals in spite of the things you see on television and read in the newspapers or on the Web. Throughout history, success-driven men and women have prospered in tough economic times. Make the decision to become one of them.
2). Choose your traveling companions wisely. It is said that you are the average of the five people you spend the most time with. Do you surround yourself with positive, optimistic people? Once again, the conscious mind is the gateway to the subconscious mind. Positive people and positive thoughts result in positive reinforcement of what you hold in your subconscious mind.
3). Limit your exposure to newspapers, cable news, and Internet news. It is good to be up to date on current events. It provides you with a means to converse with friends, family, and business associates in a relaxed manner. However, when you immerse yourself in negative stories about where the economy might be headed, you are surrendering to the opinion of the person who wrote that story. The economy is in a constant state of flux. News stories on the state of the economy in a year, a month, or a week are nothing more than projections and educated guesses. Do not surrender your energy and enthusiasm to someone's opinion. Deal with the facts that you see before you, today, right now in this very minute. Stay focused on what you want to accomplish.
4). Spend a minimum of 30 minutes each day in "quiet time." Find a place where you can remove yourself from noise and distractions. Visualize the successful completion of each of your written goals. Refuse to allow any mental picture that does not energize you to keep moving forward.
5). Contact your current customers on a regular basis, even if they're not buying. Be respectful of their time. If you find an article that might be of interest to them, print a copy, attach a hand written note, and drop it in the mail. Find a "value-added" way to remind them on a regular basis that your relationship with them is a priority.
6). Read about men and women who achieved great success in the worst of times. In his book How To Sell Your Way Through Life, Napoleon Hill tells the story of how he secured newspaper advertising space for his talks at a time when he had no money. It was during the Great Depression, and Hill remained focused on his goals and decided that he was not going to wait for his situation to change. He changed it himself by taking purposeful, confident action.
By following each of these steps on a daily basis, you will distance yourself from the majority of your competitors. You will not refrain from taking action because of external circumstances. You will continue to move toward your goals in spite of the things you see on television and read in the newspapers or on the Web. Throughout history, success-driven men and women have prospered in tough economic times. Make the decision to become one of them.
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