Know your Competitor (It’s not who you think)

Coaches and experts tend to work more cooperatively than competitively, it’s just in our nature. The coaching philosophy in particular lends itself to the belief that “there is enough for everyone.”

I truly believe that. Why then, did I title this article “Know your Competitor?”

I used that title because your biggest competitor isn’t the person with the same niche or market as you. It’s not the person that might take a client you wanted, and it’s not the person your prospects are consulting with at the same time as you.

Nope. 

Your true competitor is inertia. It’s far more likely that your prospects will be choosing between using your services or doing nothing, than choosing between you and a colleague. 

I’m not saying there aren’t times when it truly is the most responsible decision for a prospect to say no, and I support that. But that happens far less than saying no because fear and doubt have ruled the day.

People are afraid they won’t see the benefits, that they’ll be the one person that “it won’t work” for. They’re afraid they won’t get their money’s worth, or they are afraid they’ll get into something and later regret it.

They convince themselves it’s not the right time, that they need more money, or more time, or a different life situation. It feels so much safer to wait.

Fear and doubt are never real. The voice inside that holds people back is an instinctive protection mechanism that we humans have hard-wired into our DNA to keep us safe.

Unfortunately, that mechanism isn’t at all concerned with our fulfillment, happiness or satisfaction. It would be happy as a clam if all we did all day was sit on the couch and eat bon-bons! Safety is all it cares about.

Our true selves, that part of us that wants to stretch, grow, and achieve satisfaction and fulfillment, is the voice that urges us to step out of our comfort zones.

When you’re speaking with prospects, there’s an inner struggle going on with them. It’s the struggle between the “play it safe” voice of fear, doubt and inertia, and the “go for the gold” voice of their true self.

They see the benefits, they know they want it, and they’ve told you so. But fear and doubt are pulling for “waiting.”

So, what to do? What can you say to a prospect to get them to realize what you already know: that they’ll be much happier if they go for what they want, rather than playing it safe?

You have to ask them how it will affect them, or what will happen with their situation, if they don’t take advantage of your service. Do it tactfully, but you have to get them to look at what it costs them to do nothing, or to “wait.”

I know that question can be uncomfortable for you. But for their sake, you have to ask it. Otherwise, inertia will win, and ultimately, they will lose.

Take a look at what can happen when people “wait:”

• When you keep doing more of the same, you keep getting the same unsatisfactory results.
• Something that isn’t working often gets worse. It could easily cost more to solve the problem down the road, both emotionally and financially. Sometimes the long-term cost of putting up with a situation can be staggering.
• Most of all, your prospects are missing out on the joy, satisfaction and fulfillment of transforming their situation and succeeding in having what they truly want in life.

I have a favorite quote by an unknown author that I’ve referred to personally throughout my life, to give me courage and keep me from getting caught in the inertia trap. If it makes you shudder a bit, that’s the point! It goes like this:

“Upon the plains of hesitation, bleach the bones of countless millions, who, on the threshold of victory, sat down to wait . . . and wait they did.”

Do your prospects a favor and don’t let them stop right on the threshold of victory! Ask them what will happen if they don’t solve their challenge.

And by the way, don’t let yourself stop either. The couch gets boring and the bon-bons just make you fat. Be sure and walk your talk ;-).