Fishing in
The Right Pond

Kevin can’t remember a time when he hadn’t been struggling to make his monthly sales quota. Day after day, he goes through all of his lists, makes all of his cold calls, and still, he always comes up short.
Now, with the quarterly bonuses up for grabs in just a few days, Kevin finds himself in second last place in the office in terms of sales: only the new kid who had just started two months ago off the street is doing worse than he was, which – considering Kevin’s nearly three years in the business of private insurance sales– isn’t much of a comfort.

One day, with four days to go before quarter-end, Kevin’s phone rings. It’s his old mentor Dan, retired now these past three years, calling to catch up. Kevin tells Dan of his recent struggles, and after he finishes, Dan is silent for a moment before replying.

“Which product are you trying to sell these people on your lists?” asks Dan.

“Honestly, all of them,” replies Kevin.

“We’ve got something to offer everyone.”“Okay, and where are you getting the lists from?

Which demographics are on them?”

Kevin explains that he’s just scooping the numbers out of the company mainframe without bothering to filter them.

In his mind, having more numbers is better. Dan chuckles.

That’s your first mistake,”
Dan tells his old protégé. “You’ve got to work smarter, not harder. You need to narrow down your search and then sell only the policies that matter to that smaller group.”
Hearing those words, Kevin feels like a weight is lifted. Suddenly, even with only days to go, he can see the way forward to success.

The Right Bait for the Right Fish

Everyone always says you should work smarter, not harder, and there are many ways that this can look. One of them is fishing in the right pond. Trying to sell to everyone is a waste of your time and energy, as we see from Kevin’s example.

If you’re going to find people who need health and wellness products, but you’re looking for them at a bar or cigar lounge in Vegas, you’re probably not going to get good results.

If you’re in the gym, however, or you’re in the health food store, you’ll find who you’re looking for.

If you’re looking for people who are going to be successful in a home business, fish among people who have already shown interest in such a thing.Don’t start from scratch with people who’ve had no interest in that because you’ll have to change their mindset and interests, and that will take time

Not everyone is going to want what you have to offer, so why wear yourself out trying to reach them?
Instead, focus on a smaller niche of prospects and give them what they want. In short, you need to define a target market.

This is a simpler process than you might think. All you have to do is find out the following: where do they live? what are they interested in or what attracts them? what causes them pain? (that is, what is a problem that you can solve for them? Once you can answer these three questions, you then market only to those people in the right way, presenting your service or products as the solution to their problem. You’ll not only be fishing in the right pond, but using the right bait.

Look to Your Past Successes

What you’re doing is building a straw man, that is, a model or avatar of that ideal person you’re trying to find, and then learn all you can about what they care about. One of the best ways to do that is by looking at who you’ve already had the best success in helping. Whose problems have you already solved? Who have been your best, most reliable customers in the past? Break down their qualities so you can find more people like them. If you’ve never helped anyone or are just getting started, find someone you want to be like and find out who they helped succeed. What’s their make up? What qualities do they have? You can emulate them and use them as a model.

Seek Out “Successfully Discontent”
People Look for people who are successfully discontent in whatever area you’re trying reach. If they’re successfully discontent in losing weight, or lowering their blood pressure, or making money, then you’ve got a person to look for. That’s also fishing pond. It’s much easier to help someone who doesn’t have negative self-fulfilling prophecies. For instance, some people feel they’ll never make money, so they won’t. Someone who’s made it and lost it knows they’ll get it back quicker than most people.

There’s the famous story of the guy who was going to commit suicide because he lost all this money, and someone was trying to stop him. “Well, I can make a million again much quicker than you can,” this person said to him, “and you can, too. The difference is that I know that.” That helped the guy realize that he had that belief in himself: he’d made it and lost it, and he knows he can do it again. Someone who’s done it before is someone to fish for.

There’s an example from the NFL that comes to mind. If you’re going to make an expansion team in a new city, you could recruit college players and develop them, but it’ll take a long time to build that team into a winner. On the other hand, if you could take existing NFL players who are already great at their sport, have done all the right things, and simply aren’t appreciated by their current teams, you can build a winning franchise much faster.
As counterintuitive as it may seem, the narrower your focus, the more successful you will be. Do you know what your pond looks like?

Rabbi Dave’s passion is to help people break through their barriers to achieve their best. He lives in his dream home in Israel and loves travelling the world with his wife Cheryl to spend quality time with each of their six kids and their families! He has his dream job as the Chief Innovation Officer for a nonprofit based in NY that helps thousands of kids per year (and helped him when he was younger) and doesn’t have to worry about making enough money because of the dream income from his “part-time” business.

His “extra” six-figure income has given him the ability to be debt free and pay the bills, own multiple homes, pay full tuition and has sent them on an all-expense paid cruises and trips to the most luxurious resorts all around the world. Now that they have the dream family and the dream income, they’re on a mission to help others reach their dreams too!

 His “extra” six-figure income has given him the ability to be debt free and pay the bills, own multiple homes, pay full tuition and has sent them on an all-expense paid cruises and trips to the most luxurious resorts all around the world. Now that they have the dream family and the dream income they’re on a mission to help others reach their dreams too!

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The Rabbi Who Got
Rich on Sunday

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