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Made Easy 5.

We've spent the last few weeks discussing my four-word rules for sales . My goal remains simple: I want to give you easy-to-implement , tactics, and techniques to improve your business.

Rule #1 is “Shut the @#$%!! up.”

Rule #2 is “Take them to lunch.”

Rule #3 is “Uncover the Real Problem.”

Rule #4 is “Don't work with Schmucks.”

If you missed any of them, simply go to my website (click HERE) and you'll find them all waiting for you.

Each rule is only four words long because, often, that's all it takes to make a huge difference when and your business. Today's rule is no different.

Sales Made Easy 5

But first, a story:

over the loudspeaker was that , Midwestern, slightly southern Texas drawl we've all grown accustomed to on airplanes.

“Okay folks, this is your captain here,” it started, “I'm sorry to tell y'all this, but it looks like we'll be stuck here on the tarmac for another 20 minutes or so. If I get an update from the tower before then, I'll be sure to let you know what's happening.”

The woman in the center seat was angry and she wanted everyone to know.

“Damn it! That's the third time they've delayed this flight. We've been sitting here, what, 45 minutes already? I'm sure I'm going to miss my connection now. I probably won't get home in time for the party no matter what happens.”

Both the guy seated by the window and I ignored her.

Not finding any sympathy or agreement from us, she continued. “Can you believe this airline? Don't they care about their customers? Don't they care about the schedule? Don't they know we have places to be? What's the point of them telling us when the flight is supposed to arrive if it never leaves?”

Her voice was getting louder and louder, shriller and shriller. The guy sitting at the window seat glanced over her head, caught my eye, and rolled his.

Her harangue went on for another 20 minutes or so before the man sitting in the window seat had had enough.

“Ma'am,” he said with a quiet southern drawl eerily similar to the pilot on the loudspeaker, “I'm a pilot myself. Let me tell you what pilots say about delays…”

He paused for a moment before continuing. The angry woman stared at him.

“It's always better to be on the ground and wish you were in the air, than to be in the air and wish you were on the ground.”

He went back to his book.

Our seatmate didn't utter another peep.

Since that day, I've been on an airplane almost every week or two. I've listened to people complaining about delays, high ticket prices, and even a shortage of blue corn chips. I never say a word.

The truth is, I would much rather be on the ground wishing I was in the air than in the air wishing I was on the ground.

Sales Made Easy 5

So what's my four-word rule 5? It's simple. Focus on What Matters.

Not only can't you control the flight's takeoff, but if there's a problem with the plane or the weather, you're better off on the ground anyway.

It's the same for your and your business. If you understand what you do, what your client wants, and where those two things intersect, you already know where to focus your time and attention. Sure, there are other things you can do. But just like that delayed flight, you're better off concentrating on the things you can affect and improve instead of busying yourself worrying about things that are out of your control.

Sales Made Easy 5

Instead, Focus on What Matters.

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