In The Art of War, Sun Tzu said, “All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.”
Most people think tactics are the road to success.
Like the latest gadget that promises to make all your problems disappear. Or that hack that you can add to your marketing that makes thousands sign up on your website.
The truth is tactics without principles are worthless. And if you use the wrong ones, they can kill your business.
Tactics might make you feel better. And keep you busy working. However, they rarely are the missing piece to your business puzzle.
That’s why I rely on principles first, and then develop a set of tactics that are grounded in my core beliefs.
The truth is that I’ve always been someone who lived by principle. Though, I’m not totally immune to the allure of the bright, shiny object. So, I understand how difficult can be to turn away from the spotlight.
Here’s a great example.
Most people would agree that Real Estate is a relationship business. And that the relationship between you and your clients are paramount to your success.
If we all agree that relationships are important, then why do so many people do things that get in between you and your customers.
- Sending an email blast with “Sent from my iPhone” in the signature line just above the unsubscribe link.
- Putting “RE:” at the beginning of a subject line in an email blast.
- Using technology like “SlyDial” to bypass a call and leave a messages on voicemail.
Sure, you might “trick” someone into opening the email or listening to the message. Did you ever stop to think about those clients who discovered your trick?
It’s not that hard to discern.
If they are like me, then they will likely think less of you because you thought less of them. Honestly, it feels disrespectful to think that I would fall for something so basic.
That’s why tactics are the road to nowhere.
Instead of focusing on the tactics, start with the fundamentals. Discover the principles that will guide your business and then develop your tactics from those principles.
That’s why I wrote the book, Kill Cold Calls. It’s based on the principles that I use to develop relationships that lead to sales.
And they have been proven to work in my business and many others.
If you are suffering from the bright, shiny object syndrome and want to find a way out, pick up a copy of my book at the Amazon link below.
Also, I’ve been promising to send everyone who buys my book a copy of my first training, Know Your Market. It’s the first class in my course that shows you in depth how to put these principles to work in your business. I’ve been delayed because I put in extra time to make it the best for you. I’m putting this finishing touches on it now and will be sending it out soon. For all those that bought my book already, thank you for your patience.