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Don’t wish it were easier

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Nothing worth doing is easy. If it were easy to get an appointment with that resistant dream client, most of your competitors would have already done so. The fact that your dream client is no pushover when it comes to granting appointments is actually good news. Once you find a way in, you can rest assured that 99.5 percent of your competitors will give up.

If it were easy to get access to all the decision- makers, then you and everyone else would have already gained access. The fact that you’re the only one to gain access will drive a massive wedge between your dream client and your competitors. You will be known and trusted. They will not.

If it were easy to come up with a compelling, differentiated value proposition which drives your dream client to act with urgency and reckless disregard for the status quo, someone would have already done it. And your dream client would already be enjoying better results. The fact that you can create a compelling and differentiated value proposition in most competitive situations puts you in a category by yourself.

If it were easy to help your prospect make the necessary investment in order to get the results he needs, then someone else would have already convinced him to make investment. Many of your prospects are unhappy because they’ve bought the lie that they can have better, faster and cheaper by switching. But getting your prospect to make an investment will cement your position.

If it were easy to execute after making a sale, then your competitor would already be helping your dream client produce results. Your competitors aren’t stupid, and they try hard — just like you. But your ability to resolve issues and deliver the results you promise makes you someone worth doing business with.

Don’t wish it were easier. Just focus on getting better.

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