"Why to" is always greater than "how to"
The Advocacy Network
The most powerful question in any language is: Why? The reason for this is because this simple word uncovers intent and motive, which are the heart and soul of any behavior or action.
Learning how to do something is never fully complete without the why. Your motivation is the driving force in any success you are going to enjoy.
What is your intent in this career? Are you simply a product peddler seeking to generate as much compensation as possible? It wouldn’t be a shock if this were the case, as the majority of industry training is built to reinforce sales techniques and gimmicks. The industry does talk much about relationship selling and such, yet their actions speak much louder than their words. Think about it: If your financial compensation is based solely upon needing a sale immediately, how can this equate to relationship building?
Your "why to" is the key to your long-term success. While everyone around you is focusing on how to, you need to separate yourself from the pack by developing a strong why to.
Everyone has differing why tos, but this is the core of one’s being, as your intent and motivation will always drive you to certain results. How to is only a tactic to gain results; why to is a strategy and core philosophy to gain results. People know when they are being approached by someone with a why to rather than a how to.
Your why to allows you to serve others; how to with a weak why to will simply make you a predator who is willing to manipulate people. The industry has long been creating predators, but you have full control over this. You do not need to follow this path; you can simplify your entire future by understanding and developing an unbreakable why to. Focus on your intent and motivation and you will develop a business built on relationships. It really is that simple.
With an identified and fully committed why to, you don’t need to purchase leads. Of course you need to market, but in the end, isn’t marketing simply finding people who have problems for which you have the solutions? If you have a burning desire to help others, you can easily develop a potent why to. Too many say they want to help others, and yet their ultimate motivation becomes focused on personal survival and all potential clients are seen as small cash registers. This can happen to anyone; it is simply the result of a scarcity-driven mindset. Think about it: 10,000 people will turn 65 every day for the next 10 years. Why would anyone have to buy leads? A list costs pennies per person turning 65. How many new business are created daily? How many people are now confused about what Obamacare means to their financial picture. Does one really need to pay $15–$55 for a supposed lead?
When you approach someone, they will quickly uncover your why to and that will then determine if they trust you. A five-cent name and phone number is no different from a $55 lead when it comes to your why to. You will still need to establish trust and develop a relationship. Your success is based on your ability to prospect; there is no magic silver bullet that will ever change this reality.
The reason that too many agents have fallen victim to this fatal flaw is because they are immersed in how to and have never focused on the why to. When your why to is strong, you become fully inoculated and insulated against scams and predators seeking to manipulate you. Selling to a salesperson is the simplest sale out there. Just look at the industry journals and see how many times you are being approached to buy something. If you took a step back and looked closely at the industry around you, it would become painfully apparent that you, the agent, have become a huge target.
All this can be easily reversed. Stop what you are doing, sit down and take a core moral inventory. Ask yourself:
- What do I believe to be true about money?
- Why did I choose this career?
- Do I have a an abundant mindset, or am I driven by scarcity?
- Is the world full of opportunity, or is there a limited amount of opportunity out there?
- Is my marketplace limited?
- Do I respect those I seek to do business with?
- Is a prospect a person with needs, or a cash register from which I can extract compensation?
- Is a $55 lead more useful than that same person’s name and phone number for 10 cents?
- Is my why to greater for the same person, whether I pay $55 or 10 cents?
- Am I stuck in how to mode?
- How many times do I ask my prospects why?