What would make it easier?

"What would make it easier?" I asked a client recently.

My client wants to grow his business. He has a great reputation, is clear about his niche and has a list of 25 organizations he whom he would love to work. During our previous session, he formulated a marketing plan that included calling these prospective organizations.

And he did not make the calls. This dynamic, talented, creative writer sent out introductory emails but did not follow them up with a phone call. What stood in his way? His Math.

Remember my formula from my last blog:

E>G(%L)-S *

Follow up phone calls took a lot of energy (E) and my client didn't believe that the effort would pay off. So like any rational person, he conserved energy and did not make the calls.

I could have pleaded, insisted, harangued and made him listen to any of the stories on the "How I Built This" podcast; they all include cold calling, but at the end of the day, it's my client's formula. The math didn't work for him.

But answering my question "What would make it easier?" allowed him to find a way forward. 

Instead of phone calls, he decided to send a series of emails. Now his equation is 

E<G(%L)-S*

I spent time recently with a very successful saleswoman, helping her prepare for the annual company-wide sales meeting. Her numbers are strong, she has grown her market above expectations and it was time to ask for a raise.

And it was making her sick to her stomach. Asking for more money made her incredibly uncomfortable, and yes, I know, we're all supposed to be beyond this by now. We're strong and capable and we just go in and demand the raise. Right. Yes, for some, but not for all of us. 

My client felt like she had only two options, not ask and feel like a total professional wimp or face the meeting with absolute dread.

"What would be the easiest way to bring up this issue?" I asked her. After a few minutes, she answered, "I'll add an item titled ‘Compensation Plan for 2019’ to my agenda. They'll see it before the meeting and it'll be added to our conversation."

The relief on her face said it all, she found the easy way to move towards her goal. 

When you're stuck, take a deep breath and look for the easiest way forward. It might not be the way your friends and family suggest, but progress comes one step at a time and you need to do what's necessary to make your formula

E<G(%L)-S*

E=energy expected to reach the goal

G= the goal 

%L= percent chance of success

S= shame you experience for not reaching your goal