i had a client tell me he hated sales calls the other day

the natural next step would be to figure out how to sell without them or how to remove my client from the task

but throughout the years, i've learned that it's a smokescreen

so, i asked him the most powerful question on planet earth... why?

he responded immediately "because i have to handle objections"

i repeated the successful question from 13 seconds prior... why?

"because they don't understand how much i can help them."

you guessed it, i repeated the magical word once again

we went back and forth like this a couple of times

towards the end, we had gone from "i hate sales calls" to the actual problem

which (spoiler alert) had nothing to do with sales calls at all..

his sales calls issue was a by-product of his content and communication

i could optimize his sales call process from now until Christmas, and it wouldn't change a single thing

the solution to his sales call issue was a lot deeper than he initially thought

this process happens with everyone i work with, including myself

i used to say "i don't like 1:1 calls..."

in reality, i love 1:1 calls

what i didn't like was having six of them a day while repeating myself

the 1:1 calls became the scapegoat, it was easier to point my fingers at them rather than fixing the real issue which was my program, tools and training

we always diagnose our business by whatever thought hits us first and hurts the most

not the actual cause.. but instead, the most painful one

we hate sales calls, so we hire a closer... then we wonder why he isn't performing

we don't like 1:1 calls, so we start selling group only... then wonder why clients don't renew

we find our content creation process draining, so we hire a copywriter... then wonder why no one resonates with our message

if you hate something in your business right now, don't accept the first reason you give yourself

use the magic word... why?

by the fifth or sixth why, you're somewhere completely different than where you started, and that's usually where the real trouble is

best, fred

ps. if you want help finding the actual root cause in your business instead of the convenient one, this is exactly what we work through inside Fred's Inner Circle: https://docs.google.com/document/d/1RSHl7reo6ieQt3uk1FwL8BOr2KMOw6sS_lpW5EbJqH0/edit?usp=sharing

​
​