What Are YOUR Rules?

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Watch the video on Youtube: http://www.youtube.com/watch?v=RbCV-EJyqYs

The very first part of kind of untwisting that woundedness thing was my first year in a job that actually worked, which was 1998. I had been doing the Amway thing and that didn’t work, and my steel project didn’t work, and my rep job didn’t work, and like everything was just a disaster. I was really getting bruised up, okay. I think a lot of people in this room knows what it’s like. Man, if I have to get up one more day and make all these phone calls and talk to all these people that really don’t want to talk to me, I think I’m just going to, you know, drive my car into a bridge. I was starting to feel like that. It’s like finally I’m selling something where I don’t have to ram it down their throats. We were doing basically the kind of things I teach now, at least the kind you could do in 1998. We had search engine traffic, we had leads coming in. It was just healing to have that happen. I slowly started to rebuild my confidence.

It took me awhile to disconnect myself from a lot of the things that were feeding that. You’ve heard those stories. I think one of the trickiest things or biggest challenges that most entrepreneurs ever have or really have to master is the ability to ask for the check. I don’t know how many times, it doesn’t really matter who it is, I’ll have somebody come to the house and they fix a broken toilet or they do something in the yard and they’ll like well, would $50 be okay? Don’t apologize when you ask me for the $50. Just say that’ll be $50 and say it with a straight face. If you can say it with a straight face, it really doesn’t make that much difference whether you’re asking for 50 or 5,000 or 50,000. Think about the guy that was running the company that I was talking about. He’s like saying, with a totally straight face, you need to write me a check for $50,000 because this thing is going to the stars. Well, he’s saying it with a straight face. Somehow, he couldn’t say pay me for a product that you’re going to use with a straight face. Seriously, this is what he … he could do one but he couldn’t do the other.

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There may be a place in the world for people that can only go out and sell futures and can’t sell present. Maybe? I’m sure that does exist. Maybe Wall Street’s full of them. Well, you think? I think a key to being able to do that is having your rules. Yes, you have to serve your customers, and yes you have to adapt your USP to what the marketplace wants, and you need to do surveys, you need to do market research, you need to do a lot of stuff. You also need your boundaries of who you are, and what you want to do, and what you’re willing to do, and what you’re not willing to do. It’s like what are your rules? What’s Four’s rules? What’s Rod’s rules? What’s Conrad’s rules. I think if you set up rules for yourself and then you don’t follow them, you sabotage yourself.

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About the Author

Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.

He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.

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