There eight principles that
apply to form a new business habit, and they help other areas of a person’s
life. How you understand, and implement,
each principle depends on where you are in the life cycle.
Students will see ways to
enhance their education. Employees will
see ways to increase their value and subsequently increase their income. Entrepreneurs will find the keys so
enlightening that they will want to share them with everyone … which is what I do.
Eight Keys to Forming New
Habits
1. Use your own stuff: If you do not use your own products, it is like you are selling a horse, when in reality the prospect sees the old man. (See the man on the horse, by seeing the old man’s nose as the horseman’s elbow.)
Zig
Ziglar tells the story of a sales trainee who could not overcome the “too
expensive” objection. The trainee had not bought his own set of $1,200 waterless
cookware because he believed he could not afford the pots and pans. Using
your own stuff allows you to share a personal experience, which will show a
client that you love the product or service.
Similarly,
I could not sell a RedOx Machine until AFTER I had created and used one long
enough (a year) to experience an overt improvement in my health and well
being. As John Jollife, a business psychologist commented at a seminar I
attended years ago, “Truth leaks.”2. Sell some stuff: Everyone has something they want to sell AND a sale does not necessarily involve money or even bartering. For example, the Grand Master chess player Kenneth Kirkland has to sell people on the value of learning to play chess in order to strengthen logic and focus. The process of sharing personal knowledge and experience (not necessarily selling something for money) with others reinforces your belief in what you are selling or promoting.
Competitive chess is also
a good example of the “old paradigm” of business (dog eat dog) because each
player is intent on winning the game.
Each person wants the other person to lose. In contrast, teaching
someone (especially your own children) how to play chess is a “new paradigm”
because the chess teacher is not intent on winning but really seeks a win-win …
the teacher really wins when the student finally beats them.
3. Teach others #1 principle
and #2 principles: This is intentional
viral marketing, sometimes called “cloning.” A grand master chess
champion both plays chess and teaches chess.
He would like nothing more than having one of his protégés become a grand
master, so the student becomes a teacher.
I have made three referral sales of RedOx Machines from three users
of the machines (actually they did the whole sales presentation … their
experience).
In “old paradigm” marketing like TV and print advertising, a coast
to coast blitz would cost a $100 Million, with no guarantee of a single
sale. Based on studies of conventional advertising, a consumer has to see
an ad at least 17 times before a sale even becomes potential. Prior to 17
exposures, consumers do not instantly recognize the product.
In contrast, one friend telling another friend,
“out-mouth-advertising” just has to happen once. That is why “out-mouth-advertizing” is very
efficient.
4. Find and use a coach:
In “old paradigm” business, coaching primarily happened in large
corporations. In contrast to large corporations, small business coaching
was minimal. 
A small
business owner who coached an employee would be concerned that the employee
would use what he learned and start a small business … thereby becoming another
competitor.
In the “new paradigm,”
coaches abound (particularly in the online business community). Coaches teach how to market a product, set
up a webpage, refine your sales techniques, discover and correct limiting
beliefs, ad infinitum. Personal and/or business coaching is becoming one
of the fasting growing businesses in the USA (hear Bob Proctor in http://www.symbiosis4u.us/MP3/BobProctor-Coaching.html (6 min) talking about his coaches).
In the past decade I have
had two coaches: One is a retired millionaire who lives on a ten acre mountain
top estate near Redding, and the other is a general contractor who lives in
Placerville. The millionaire coached me on economics (he taught me that I
did not see the gorilla in the team http://www.symbiosis4u.us/MP4/ChangeBlind-Gorilla.html 2 min) and the contractor helped me with interpersonal
skills. Both are considered very dear
friends, whose company I enjoy every chance I get around them.
5. Learn language of
success: Language is a right brain phenomenon.
Brian Tracy refers to his car as his “University on Wheels.” I listen constantly in my truck. I recommend people listen to audio recordings
by coaches every time they are in their car, or anywhere else where they can
listen for even a few minutes. I believe this so strongly that I give
away over 100 audio CDs every year.
There are three phases to learning the language of success with audio
CDs. First, is when you can start a CD and recognize the speakers’ voice
from among ten or fifty other speakers in your stable of coaches. Second,
is when you can start a CD at any point and instantly know what the speaker is
going to address next. Third, is when you are in a casual conversation
with someone and something you learned on a coaching CD comes out of your mouth
without any thought … just as if the idea were yours … because now it is.
6. Train your mind: Reading in general is a left brain activity. We are taught
the alphabet and the multiplication tables by reading them over and over until
they become ingrained in our mind. Reading books should be approached in
the same vein. A book should be read and
re-read until the ideas are impressed, or imprinted, until the author’s thoughts
become your thoughts … just as you automatically know the answer to “What is
four times four?” without having to think about it. 
Bob Proctor still reads Napoleon Hill’s “Think and Grow Rich” over
and over. He has carried a leather bound copy everywhere he goes … for forty
years. I am in process of converting this book into an EZ format.
A
multi-millionaire I met years ago told me that he has carried a dog eared copy
of Albert Grey’s “The Common Denominator” for thirty years (printed in 1937). He re-reads random portions of it whenever he
has a few quite moments. I made it easy reading on your phone. Click the
link below for an EZ copy you can read on the screen in about ten minutes. http://www.symbiosis4u.us/eBooks/Common
Denominator-EZ.pdf
Video is
easier than reading a book, but ineffective for real learning. Video is good to study people, how they move
alone, non-verbal, and interpersonal movements.
Watch videos when you are tired of reading a book.
7. Attend events: A “meet up” for entrepreneurs with five or twenty
attendees is a mini-event. A large event would have about 5,000
people. Whether large or small, the purpose for any event is to allow
like minded people to sharpen each others’ saws (to borrow an analogy from
Covey’s Seven Habits).
Large events are hectic times with little opportunity for mutual
saw sharpening. An unexpected benefit from attending a large event is the
“event after the event,” when like minded people break bread together and share
what they have learned or experienced (saw sharpening) with their peers.
In contrast, peer sharing should be the emphasis of small venue
events. When I speak to small groups, I make it a point to involve the
attendees in a conversation with me, and not deliver a lecture.
Some of my marketing associates are experimenting with a new
format for events: a hybrid event. For example, a hybrid event would be
large event that is live in Southern California and streamed via the internet
to other locales around the globe. I
could attend the large event on line while rubbing shoulders with about a dozen
of my peers in a friend’s living room, as I would at a small event.
Hybrid events may be the wave of the future as they provide the
left brain food of a large event with lectures and slide presentations, and the
right brain food of camaraderie (saw sharpening) of a small event. They also benefit those who learn best in a
large event as well as those who learn best from a small event.
8. Make friends with
five high achievers: Have you ever heard the
expression, “In five years you will have the average income of the five people
with whom you spend the most time.” The five people with whom you spend
the most time probably share similar beliefs about money, work ethics,
education, fitness, etc.
If at least one of those five people is not at a place in life
that you are envious of achieving, then you may want to consider adding a sixth
person. More than ten people is too many
relationships, and are not “saw sharpening” relationships, just having fun.
As I wrote that sentence, I couldn’t help but recall the reverent
tone of a young entrepreneur’s voice when he mentioned his friendship with Guy
Kawasaki. Imagine the impact on this young man’s life if he were to have
FIVE Guy Kawasakis with whom he rubbed shoulders most days. Now that
would be a “saw sharpening” experience, nonpareil.
Be happy, healthy, wealthy, and wise,
Tom Van Drielen
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