| If you are playing tennis, basketball or
golf for fun, you probably want someone as good if not a little better than you to make it
fun. If they are way better or way worse than you the game is not nearly as fun.
However, if you are playing for money, your mindset
changes. If you have a Benjamin riding on the game you probably want to play an opponent
that is worse than you. Or you may be extremely competitive and want to play someone
better than you. Either way you want to win, right?
How do you stack the cards in your favor when playing for
money? You try to find out your competitors weak spot, don’t you? If your opponent
has a crappy backhand where do you hit the ball?
To his backhand.
How often?
As often as possible.
Why pro teams and successful businesses spend so much time
in the screen rooms?
Admiring how great their opponent plays? NO WAY! They are
looking for weaknesses to exploit. To win championships you can’t just be a great
athlete. To win in business, you can’t just be a great businessman. History is filled
with great athlete’s that never won a championship. History is filled with great
businessmen whose businesses failed.
In today’s world, great athletes and great businessmen
have become a commodity. It is extremely rare to find an athlete that can win over their
competition just by skill alone.
How do great athletes and businesses assure success?
They are experts at identifying their opponents’
weaknesses and exploiting them. Think of all the great pitchers. If they are pitching
against a guy that can’t hit a curve ball but is great on fastballs, what are they
going to pitch him? Do you think he’s going to throw a fastball just to keep things
interesting?
NO WAY! He’s going to throw a curve ball!
It works the same in business. You must be a great athlete.
You must be good at what you do, but that is not enough. You must capitalize on your
competition’s weaknesses otherwise you will lose.
Why?
Because we all sell the same things, and we all claim to
have great service. For example, all financial advisors sell the same mutual funds and the
same investments. And, it’s very difficult for the public to find out if one advisor
really is better than everyone else until it’s too late. As advisers we have no way
to demonstrate to them that we are better
Here Are Two of Your Competitors Hugest Weaknesses That
You Should Capitalize on Immediately:
1. Your competitors do not contact their clients enough
about NON-financial things
2. Your competitors think having satisfied clients is a
good thing
So while your competitor is trying to control the
uncontrollable and while your competitor is spending all sorts of money on seminars,
newspaper ads, brochures and flyers, you simply need to contact their clients. Simply let
them that you care about them as human beings. It’s very cheap, very easy and very
appreciated by your competitors’ clients.
I personally built a practice in two years with over $33
million in new money invested by simply spending 6 hours per week writing handwritten
notes to my opponents’ clients. Now you too can whack your opponent’s
Achille’s heel over and over and he or she does not even know you are doing it. |
