For years, I read the books, but didn’t act on what they told me to do.

I’m not sure why.

Part of the reason was because I didn’t really believe it was that simple.  There must be something far more complicated I hadn’t yet discovered.

Part of it was mental junk about “Why should I be rich and successful while others around me were struggling?”  And “I’m too young.  I’m still a kid.”  That was in my 20s – when I already had a few kids of my own.

Part of it was because I couldn’t see the HOW.  Yeah, you need to set goals.  I get that.  But  I couldn’t see how I’d reach them.  So it always felt like a fantasy and never affected what I did.

Part of it was because the few things I thought I was doing right were misguided. In retrospect, I was building castles on quicksand.

Part of it was too much worrying about what other people think.

Part of it was that on many days I felt like a fraud.  I didn’t have all my ducks in a row, so who am I to be telling others what to do?  (As if any of us will ever get all our ducks in a row.)

Part of it was that I thought there was a right way to do things.  I thought that the people on TV and in the news must know something I don’t.  So I kept studying and learning.  Then one day I realized that in many cases I knew more than them.  And often they were wrong.

Part of it was our natural tendency to overcomplicate things.

And I can go on and on…

But one day I saw a video from a ‘guru’ whose work I admired.  He talked about how he’d followed the advice in a certain book.  I’d read that book 15 years earlier.  I’d thought it was nice advice.  He’d acted on it.

He was getting hundreds of thousands of views on his videos.  I was just another viewer.

It was a turning point for me. Something finally clicked.

I realized that there really is no secret other than this:  

• You need to know what you want.  This requires some thought.

• You need a plan, or system to get to where you want.  Or you get overwhelmed and you never know what to do first.  A simple, proven plan that makes sense to you, gives you the confidence and motivation to implement.

• And you need feedback.  From someone who has already done what you want to do.  Because the steps are simple, but there are a thousand little nuances you only learn by doing.

We each have a choice:  To spend the years reinventing the wheel.  Or to find a mentor who, in a five minute conversation, can save you 5 days, weeks, months or even years of figuring it out for yourself.

Each month I give away five free “Consistent Flow of Customers” Strategy Sessions to small business entrepreneurs who know they should be able to add $100,000 or more in income in the coming year.  They just don’t know how.

If that’s you, keep your eye open for when I make the February slots available.

Please share your reactions in the comments section below.

Dov Gordon

Recently someone we’ll call James unsubscribed. He left a note explaining why, which I appreciate.

His reason:  ”Nothing new. Same old marketing stuff. Nothing original.”

Fair enough, because there are two reasons people study marketing:

1.  It’s entertaining.
2.  It will change your life.

If you’re reading for entertainment, no question about it – others are far more entertaining than I am.

Then there are the readers who don’t just read – they study and they implement.  They are the ones who write me saying “I listened to your [free] teleseminar three times.  Thank you!  You explained this in a way that made it so simple.  No one ever explained it that way before.”

They’re the ones who take step 1, even if they don’t know how they’ll take step 2.

While most people are playing this game not to lose, these folks play to win.

They’re scared like everyone else.  They feel doubt like everyone else.  They’ve experienced disappointment, like everyone else.

BUT, these folks follow the omens.  And the omens say “Continue.  Soon, it will come together.”

They’re not looking for a quick fix, but for a well trodden path.

They know that in this life, nothing worthwhile comes easy.  They’re willing to work hard – with only one condition:  They want to be working hard on things that add up.  On the critical 10% that makes them look brilliant 90% of the time.

A quick look at James’ website and you see he hasn’t implemented the “same old unoriginal” basics. I can only assume that James is looking for entertainment.  Nothing wrong with that.  I’m not here to judge.

But if he was interested in mastery, he might have gotten a copy of How to Systematically and Consistently Attract First-Rate Customers.

He would have begun filling the blanks in the Manual.  He’d be posting his work to my private Oasis Forums for fast feedback and real-world help.  He would be doing things.  And making fast progress.

There’s no cheaper way to get this level of help with your marketing that I know of.

Most of the people around you talk about growing their business, but what they really want is to be entertained.

But a select few actually do the work and they find there’s nothing more entertaining than the rewards of building – brick by small brick.

Dov Gordon

PS – After you read all about it, if you have any questions post a comment below.

You’d think we humans would find this easy. But it’s HARD.

I’m talking about a simple thinking skill: Knowing what you want.

Nearly everyone who grabs one of the five free “Consistent Flow of Customers” strategy sessions I do each month makes the following mistake.

I’ll ask: “If you could have it any way you want it and didn’t have to worry about how to make it happen, how much do you want to be earning a year from now?”

And I’ll get an answer like “$150,000.”

“Why $150,000?”

“Because if I can get up to 30 billable hours per week, then I should be able to reach $150,000.”

Okay. Let’s analyze what’s wrong with this THINKing.  And why it’s keeping him and millions of others stuck.

Also, I’ll teach you a simple thinking skill you’ll start using every day – and your life will never be the same.

What this guy just did was confuse WHAT he wants with HOW he’ll get it.

The question was “If you could have it any way you want it and didn’t have to worry about how to make it happen, how much do you want to be earning a year from now?”

To answer this question, he began by looking at where he is today and extrapolating forward. But that’s what he thinks is POSSIBLE. Not what he WANTS.

Before letting himself dream, he asked “Well, HOW will I get there?”

It’s saying “I don’t know HOW I can get what I really want, so I’m going to settle and aim for something less.” Got it?

So now his target is something he doesn’t really want. But he figures it’s the best he can hope for.

So now he’ll lack the passion. And he won’t be willing to take the risks because who wants to take risks for something you don’t really want?

When passion is out, fear steps in to lead. And our friend the entrepreneur, who has so much to offer to so many people will stay stuck.

Remember I told you that it’s not enough to learn techniques and tactics – and that you need to learn how to THINK?

Well master this WHAT / HOW thinking skill. Practice separating the two.  When you’re talking about WHAT you want, don’t talk about HOW.  And when you’re talking about HOW, make sure you first know exactly WHAT.

This little skill will change your life because it frees to finally focus on what you really, really want. That unleashes your passion. Helps you overcome fear. And keeps you focused on only what matters.  (Which helps you stay out of the grip of the well meaning but dangerous marketing plumbers.)

My advice to you – learn simple, practical THINKing skills.   It will change your life and brings you customers.

What do you think? Let me know below.

Bet you never read about THIS Olympic athlete.  He gets up early and quickly gets busy.

First he works on his website, because one day people will be reading about him. Then he spends time building his Facebook fan page. He goes to networking meetings with other wannabes where they each talk about all the things they’re going to do – one day. He interviews PR people so that he’s ready when the big day comes.

Sometimes, he even goes to the gym.

Yeah, he’s the guy you never read about because no serious athlete expects to wake up one day and be world class.

But many small business entrepreneurs do.

How many small business owners do you know who methodically build a system that brings them a consistent flow of customers? Not many.

Most wing it. And when the going gets tough, they get busy: Playing with their website. Going to useless networking events. Coffee and lunch with others who can’t possibly move them forward. Surfing the net. Watching another webinar from another guru who wants to keep them in the “I don’t know enough yet” trap. And kvetching.

You need to be like an athlete. You need a clear picture of the game you’re playing. And you need to identify the few areas where YOU must improve in order to become world class.

If it’s your swing, you break it down into its component pieces. You work on each piece, and then you build it up again. It it’s your posture, you break it down. You fix each piece deliberately. Then you build it up again. Soon it becomes second nature.

It’s the same in business.

If you’re not getting in front of enough qualified prospects, you need to break that down to it’s component pieces. Fix the pieces, then build it up.

If you’re not enrolling enough of the people you speak to, break that conversation down to it’s component pieces. Fix the pieces, then build it up.

If you’re overwhelmed with all you need to do, you need to break that down into it’s component pieces. Fix the pieces, then build it up.

But where can you get the exercise regimen for this? Who will help you both see the big picture – and give you a very simple, specific and quickly achievable regimen?

I will. All you need is a copy of “How to Systematically and Consistently Attract First-Rate Customers.”

You’ll see the game of business with a clarity you’ve never had before. And then you’ll see how it breaks down into pieces. You’ll be given very specific exercises for each piece so you can build it up again.

And since no one can really see themselves as others do, I’ll help you, too through my Oasis Forums – a private client-only section of my site.

You should at least consider it, don’t you think? Go here to read all the details:
http://dovgordon.net/morefun

Dov

PS – After you read all about it, if you have any questions post a comment below.

There was this guy standing in synagogue doing a Rubik’s Cube during services yesterday.

I’d been looking around the room when I noticed him and realized what he was doing.  And where.

Turns out it wasn’t his cube.  He’d found it on the table and wanted to leave things better than he’d found them.

“Tell me,” I asked later, “There must be a system for solving those, isn’t there?”

“Sure,” he said.  “There are pattens. You need to learn to recognize the patterns.  It’s math.  You just need to memorize some algorithms.”

He lost me at math.  And my eyes glazed over when he said logarithms.  But PATTERNS – THAT I get.  Because it’s the same in building a consistent flow of customers.  And that’s an area where I’ve paid my dues.  I’ve learned to see the patterns – and it changed my life.

You’ve probably done your own twisting the Marketing Cube this way and that, hoping to get the thing solved.  You may get lucky and solve one side.  But to solve the whole puzzle, you need to learn to see the  patterns, the structure that makes it work.

In any area of human excellence, many pick up a cube, spin it this way and that, and put it down with a chuckle.  “This can’t be done.”   They quit before they started.

There are also those who, like my nine year old, take the cube apart and put it back the way he wants it. These are the marketing plumbers and the wide-eyed techno-zealots.  They discover you can peel the stickers and put them where you want them – and no one will know!  Imagine that!

I beg you – don’t be like them.  There’s no pride in that work.  And not much money, either. Unless you’re the cult leader.

Finally, there are those who stand there twisting and hoping and turning and hoping until one of two things happen:

• They’re forced to get a job.
• Or they realize someone out there must know the pattern.  And they go learn it.

1.  You’re eyes will be opened to the patterns that make your marketing work.  You’ll learn how to THINK – a skill that keeps you ahead, whatever the technology.

3.  Hands on help from me  via my private Oasis Forums.  Do the worksheet and post your work in the Oasis for feedback and help.

1. Lots and lots of information to keep you stuck in the illusion that you don’t know enough.  Because the truth is you know more than enough to get moving.  What you’re lacking is someone to simplify it and help you focus only on the critical 10% that will make you look brilliant 90% of the time.

3.  No fluff.  No padding.  No math. And no algorithms. You get only what you need to know to create a system that brings you a consistent flow of customers – within weeks.

Dov Gordon

When you finally ‘get’ that there is a process for creating a consistent flow of customers, and it starts to work for you – you feel like a different person.

You feel like you can actually trust yourself to make things happen in your life.

Like my client Dr. Reuven Rosenberg, who helps people with irritable bowel syndrome.  He shared this in The Oasis, my private clients-only:

I just signed up another client! I have two treatment packages, one at the 3,000 level and one at the 5,000 level. He chose the 5,000 level but got flak from his wife about it once he got home. He asked if he could try the 3,000 level and then add on later to soften it a bit for his wife. I suggested sticking with the 5,000 level and breaking it into 3 payments of 1700 each with a post dated check. This made it easier for him and we got started.

After the first treatment he said he felt better than he can remember in 40 years and was able to “perform” in the bathroom without the use of a laxative. I haven’t even started him on the nutritional aspect of the program.

At first I was afraid to tell clients how much my program costs and would say that I would let them know in a few days. For most I ended up never calling due to embarrassment over letting it go so long. Now I show them the price and some say there’s no way, some gulp and say they need to discuss it and think about, and some say they’re ready to get started. Now I see there is a difference! The ones who want to get started are the ones I want to work with. They have the correct attitude. That’s critical to any interaction. If the client starts out suspicious and full of mind games or makes ridiculous requests then just smile and say thanks for spending the time on the consult with me, but I don’t think I can be of help to you. Sometimes the rejection actually sends them back to you. The key is discerning those who genuinely have sincere questions or concerns. It’s your job to answer those as best you can.

I’ve found that people respond the most to my enthusiasm and my ability to demonstrate that I’m an expert in the area where they need help the most. What I hear most is, “I trust you” right away. It’s very gratifying to be able to help people.

I’ve figured out how to meld Dov’s system with my expertise, knowledge, intuition, and personality. That makes for a powerful combination that gets easier with practice. I know that I have a long way to go as far as conducting a 5r star consult but I feel like a different person as compared to last year. Now I can honestly say I expect the “yes”. Thanks Dov!

As you can see, there’s a process here. And when you learn it and apply it, it’ll change your life.

If you believe you should be able to add $100,000 or more to your income - you just need the right coach or mentor –  click here to apply for a free “Consistent Flow of Customers” strategy session.

-

Back when I was clueless, I spent lots of time doing big things that got me nowhere.

Don’t know if you heard of Larry Huston. He used to be SVP of Knowledge and Innovation at a little company called Procter and Gamble. $80+ billion in annual sales.  Larry developed the famous open innovation model that everyone wanted to imitate.

I was the founder and sole employee of The Gordon Group.  (Annual sales not public.  But we’ve always trailed P&G.)  My most important responsibility was finding clients.  And I was failing miserably.

“Well, you need a bigger list,” I said to myself. “And teleseminars are a good way to grow a list.”

Larry had recently left P&G to open his own consulting firm.  Got him on the phone and he agreed to do a teleseminar with this young guy from Israel he had never met or heard of.

Next. Where would the audience come from?

I called my way into the head of strategy for TheMarker magazine, Israel’s answer to Forbes or Fortune.  I schlepped to Tel Aviv to meet with them and sell my brilliant idea: “I’ll bring you exclusive interviews with leading business luminaries. You publish the interview and mention my upcoming teleseminar in the byline with a link.  Win – win – win.”

I don’t recall how many people joined the call.  But it doesn’t matter.  It was a great call. But it did NOTHING  for my business.

Little did I realize that I was perfecting the Castles on Quicksand Method of Marketing: Working like a dog on projects that – even if successful – would do nothing for ME.  Everyone would admire what I did and go home, leaving me to watch it all sink into nothing.

Are you building Castles on Quicksand?  If yes, I have just two things to say to you:

1.  Stop.

2.  Request a free “Consistent Flow of Customers”  strategy session with me.

Yes, there’s hope.  You just need to take the first step.

Dov Gordon

Here’s the word-for-word transcript of a chat I had with “Lynn.” She used the chat app right here on my site to ask me a question. Read it. Do you agree or disagree with my approach? Tell me in the comments section below.

—
chatbot31: Visitor: is requesting to chat

Reply here to chat with the visitor

Visitor: I would like to know your consulting rate?

me: I don’t have one.
me: What’s your name?

chatbot31: Lynn

me: Hi Lynn. Best if we speak, I can learn what you need and take it from there.

chatbot31: I would like to know a price range please?

me: Sorry, I can’t answer that. If you’re shopping based on price, I’m not the right address for you. If you’re shopping for results, we should talk.
Every situation is different. I don’t throw out numbers before I know what you need. That’s unethical.

chatbot31: As with any of my business deals I like to know dealings I like to know before I consult

me: Not sure what you mean, from “As with…”

chatbot31: we all like to get advise but the bottom line is that if your rate is out of budget….

me: If the results make sense, you find the budget. If they don’t make sense, budget doesn’t matter. If the results make sense and you won’t find the budget, then you really need to ask yourself if what you say you want is truly important. Anyway, step 1 is free.
When step 1 is clear, take it. Even if you don’t know how you’ll take step 2,
That’s good advice for always.

me: Step 1, in case I wasn’t clear, is a short conversation.
Let me know if you want to schedule it.

chatbot31: I hear where you are coming from, but I still would like to know a range, but if that would be difficult for you to discuss, that is OK, I feel I would need to know before I would take any steps with anybody, knowing if I would be able to continue!

me: You’re asking the wrong question. Consider that free consulting.

chatbot31: ok never mind

thanks for your time!

me: have a great day.
And give what i said some honest thought.

chatbot31: Visitor is now viewing http://dovgordon.net/products/ *

me: Just an FYI, we’re in the middle of moving servers and experiencing some hiccups. So some pages aren’t working as they should.

chatbot31: everybody has their own thought processes–as a business owner and yes a consultant myself I try to gear according to my clients and fulfilling their needs and solving their problems but maybe I should be stuck onto what I like not on what suits them!

me: Not sure why you say that.

chatbot31: everybody has a diff way of working, some like to get a feel for price and yes they do spend! but the like to know. I find it interesting that it is something that you feel cannot be discussed, at the end of the day price may not be the thing that will make or break a buying decision, more like the perceived value to consumer but it def. influences them

me: What’s the problem you have that you are looking for help with?

chatbot31: I am looking for additional ways of launching an additional service in a market in which my competitor is a recognized name in delivering the service

me: What’s the problem? What are you concerned will happen? Won’t happen?
What’s the end result you want? How will you know you’ve succeeded?

me: Lynn, I have a call in a few minutes. If you’ve found any of my work to be helpful, then I hope you’ll at least give what I’m about to say some consideration. I’ve been a bit tough in answering your questions because I can see instantly that you’re looking for help, but you’re looking or the wrong thing. I say this not just because you’re asking about price before you know what you’d be buying, but also because of your other question about looking for “additional ways to launch a service…” This is the wrong question.

me: You’ll have no trouble finding a long line of “marketing plumbers” eager to take a few dollars and tell you what to do. I see it every day, and I hope I can at least get you to reflect on what I’m saying and help you avoid that route. My unwillingness to discuss price is not because it’s what I want and it counters what my clients want. Just the opposite…
It’s because i know that you need help – and ifI answer your question, the wrong question, I’ll never have a chance to help you.

So I’d rather help you a little – by letting you know my honest belief about the little you’ve shared – than help you not at all.

If you don’t perceive it as good advice, that’s fine. No hard feelings. But I care. Very much. If you’ve listened to my teleseminars, you know that. It comes through.

I’m not here to help everyone. I’m here to help those who are ready to be challenged. If that’s you, great. If not, I’m sure God has put someone else out there who is a better match for you.

All in all, I’m grateful that you’ve asked and apparently have taken some interest in my work.
if you want to continue this conversation in any way, please send me an email atdovgordon@gmail.com

me: Latest teleseminars are here: http://dovgordon.net/2011-11-seminar1.php
Bye for now.

chatbot31: *Visitor is now viewing http://dovgordon.net/2011-11-seminar1.php
———

So, how would you have handled this? Tell me below. And if you haven’t heard my two recent teleseminars, go get them here. Be sure to look at all the stories sent in by those who already listened.
Dov Gordon

———
Before posting this on the blog, many of you replied via email. Have a look at some of the responses:

Cool email Dov Very interesting read and shows off your approach and expertise well – nice idea!
Keep up the great work, — KH

Thank you, KH.

Honestly, Dov, she’s not worth your time…  Starting with price for anything other than a commodity buy is foolishness… –WT

Yep. The sad thing is that many don’t realize that “consulting” isn’t a commodity.

Great email! kept me reading till the end… did she email you – RK

Thank you. No she didn’t.

Pls see me tomorrow after class. — PR (my colleague down the hall.)

Uh oh.

I would have handled it differently – I would have lost control of the conversation (chat) and made a real mess of it. You, on the other hand, handled it masterfully! — DS

Well, you’re in the Plenty of Customers Group Action Program. You’ll soon be masterful yourself.

Sounds like a competitor wanting to know what to charge. –JO

Uh, I don’t think so. No real competitor would ask that question.

Wbo cares???? Get off the soapbox, brothet!! –KS

Hey, you’re free to unsubscribe.

I have never met ANYONE who puts the needs of their clients before his or her own needs more than you do. Your customers’ needs are your business! You do it well and you keep doing it better. Your conversation was beyond judgment. Nothing at all is lacking. –CG

Much obliged for your reply.

Good conversation Dov.  Your concept and approach is correct but my sense is that she did not feel heard or understood. When I am asked the question about price, I do not want to make them feel they are asking the wrong question because to them that is the primary question. I always say something like this:

I appreciate price is important to you and price is critical. I cannot give you a price because I do not understand the problem. Some problems are as big as a breadbox and some are as large as a bus. Some people want the low cost budget approach to save money and others want the Rolls Royce approach and want me to do everything. If we could talk for a few minutes so I can get clear I would be happy to give you a price. If your budget is small we can create something where you are doing most of the work. If the budget is a bit larger I may do more of the work and save you time. When can we talk.

Does this make sense for you? –RF

I am a great student and an excellent client. When I find someone who might be able to help me, I ask good questions and I answer all of their questions. After I know that they can help me, I’ll ask about price. And then I’ll do everything they tell me and learn like a toddler.  That’s the way to seek out expert help.

I think you spent too much time with her. –BC

Well, it provided a nice case study.

Nice. By the way, I can’t stand the “won’t talk about price” approach, either. (just call me “Lynn”?).  It makes me feel that something dishonest or unethical is around the corner. I know you, though. If I were the new prospect, I’d want to hear, “It depends on what you need (seminar, coaching, etc). The first step is a free call so that we can figure that out.” Then again, you know what you’re doing, and I don’t! –SL

I admit I could have been more forthcoming in my guidance. But I also knew that if she wasn’t willing to share anything before hearing price, I didn’t want to waste my time talking to her.

(several paragraphs of critique)… Don’t preach. Again, just explain why, give people the information they want.

To end off my long shpiel, I still don’t know what the “wrong” question she was asking was, your answer was very vague. –N

If it was me, I would have asked “Why is it the wrong question?” Because when I’m seeking expert help, I want to know how the expert thinks. I want to understand who they are before I hire them. I was ready to explain – had she only asked.

Brilliant! — SG

Thank you.

Awesome post, Dov. And that took guts. Well done. — SG

Thank you.

It’s an interesting chat. At first I found myself sympathizing with her, wanting to know if she could afford you or not, and not wanting to get involved with you if your consulting rate was out of her budget. But then you made the very good point that it’s silly to ask the price before you even know what it is that you want or will be getting for your money. — SB

The best insight I gained from this was in a discussion with AM who pointed out:

You should have first asked her how she found you because that would have given you insight into what her interests were.

This is an EXCELLENT point. I don’t believe it would have made a difference in the outcome. But, this is an important lesson. I was assuming that Lynn was somewhat familiar with my work. And that she was asking questions based on having liked what she had seen. But this might be wrong. And if I had known otherwise, I would have replied differently.

What do you think? Share your thoughts below.

If you’re selling a service of any kind, or even many products, you’re going to come across the person who asks “But do you have any experience in MY industry?” Or “We’re looking for someone who has at least five years experience in scarecrow design and construction.”

You KNOW that you can get the result.  But you don’t have the particular experience they insist on.  How do you elegantly move to a closed deal?

Listen to this 4 minute podcast for the answer.

Click here to download the .mp3

When you’re in a sales conversation with someone, you MUST be able to spot what REALLY lurks beneath your prospect’s questions.

There’s only one way to do that:  A sales conversation has an underlying structure.  Learn to see that structure, and you’ll never lose control again.

Join me on Wednesday, December 14th, 2011 at 1pm eastern for a live teleseminar on “How to Elegantly Control Your Next Sales Conversation. Register here.

And if you found this podcast helpful, please share it on Facebook and Twitter.

Dov Gordon

Leave your thoughts and questions below.