Show notes
I can't tell you how many times people have told me that they need to bring in more clients before they can invest in either the training or the marketing that would allow them to bring in more clients. And while it's easy to immediately recognize the flawed catch-22 logic of this situation, I can tell you that those struggling with customer acquisition right now are often blind to this fact and paralyzed into inaction.
David: Hi and welcome to the podcast. Today co-host Chris Templeton and I will be talking about the Catch 22 of Inaction. Welcome Chris.
Chris: Hi David! You know when you talk about this Catch 22 of Inaction, you're not really talking about people being lazy or unmotivated, are you? I mean they could be working hard, putting in a ton of hours and sometimes all that action just does not create what they want in terms of sales.
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David: And that's exactly what happens. And you're right, it's not about being lazy. It's not about being unmotivated and they could be working a lot. In fact, a lot of them are. They're doing a lot of things that maybe are not working the way that they'd like. So yeah, it's not necessarily inaction in the sense of not doing anything. It's inaction in the sense of the wrong action. They're taking the wrong action. So maybe we should call it the Catch 22 of Incorrect Action.
Chris: Ooh, I like that.
David: Maybe that would be a better description. But really what we're looking at is having conversations with people who are too afraid to move forward because they seem to be stuck with whatever it is that they're doing.
Chris: So, talk about that. Talk a little bit about when a client says to you, “You know, I need to get clients for my business, but you know, I just can't afford to spend anything on training or advertising that would allow me to start attracting those people.” What do you say to them?
David: I say, what are you talking about? No, I don't say that. That's what I think. That's my inner monologue.
Chris: Are you kidding me?
David: It's a catch 22 you can't see that? You don't see that? Seems so obvious, but it always seems obvious to us when we know. It's like if you were playing chess with Bobby Fischer or whoever the current chess champion of the world is, that person is going to immediately recognize things that you might not always see. And so many business people, they love what they're doing, they're great at what they're doing, but they're not necessarily great at attracting the customers who need what they sell. So, they don't quite know how to do that. And so, they're doing things, they're taking actions that they think are going to help, but that, in effect, don't help. So, what I actually tell them is I first try to point out the catch 22 and in a lot of cases that's not particularly effective. I say, “Well listen, in a sense you're saying it takes money to make money and I don't have any money, therefore I can't make money, but I'm in business anyway.” So you need to sort of see it for what it is. Some people do see it, and some convince themselves that they're completely powerless and they insist on waiting until things get better. And I've heard that from more people than you'd think, where it's like, well, I can't do anything right now. I just need to wait until things get better and things do not just normally get better, particularly when you're taking the same action. It's Einstein's definition of insanity, doing the same thing over and over again and expecting a different result. We've all heard that a hundred times, but it lives, you know that statement lives on because it's so true. Those who see it, those who recognize, okay, I'm going to have to do something different, I'm going to have to break this cycle; can sometimes pull themselves out of it and take some action. They can say, all right, you know what? I'm going to find the money or I'm going to allocate the money. Even if it's a little, I'm going to set something aside to try to get something going here, and if they're willing and able to do that, then they can start to create different results, but the people who convince themselves that it really is a catch 22 I will absolutely do this once things get better. In a sense there's almost no hope for them, and I hate to say that, and it's not like there's completely no hope for them, but in a lot of cases, if they don't change that mindset, it's going to be very difficult for them to succeed.
Chris: One of the things that I think about a lot is you can have two types of thoughts. One is problem-oriented thinking and the other is solution and I think what happens is, when you're in waiting mode, you've become beholden to those thoughts of the problem. You know? And I saw something recently that said, instead of saying I don't have the money to do that, how could I find the money to do that? Or I don't have the time to do that. If you switch the question, just change the question a little bit to, how could I find the time to do that? That alone can start to break that stuck in waiting mode.
David: Yeah, it does. Because by changing the question, you're actually programming your brain to give you a better answer. When you tell your brain, I can't afford this. Your brain says, okay, I don't need to think about that, but if you change the question as you just suggested to how can I afford this? Then your brain says, Hmm, how could I afford this? Because most people in business are spending money every day, every week, every year on overhead that is not contributing one thin dime to their profitability and we waste money, month after month, not even recognizing it. We don't ever realize we're spending this money anymore, but it's consuming. It continues to go regardless of whether or not we're bringing in more revenue. So, if you recognize that and you say, Hey, look, I'm putting out money every month, either way. What if I were to try to re-channel some of that into something that would help me to bring more money in? Then at least you're on the right path.
Chris: And to go back a little bit, you think about waiting. If you think of that as procrastination, really what you're talking about is this constant barrage of telling yourself that I don't have enough money, enough time, whatever the case may be, and really making that change to something that's much more solution-oriented is going to make all the difference in the world.
David: Yeah, and you're also delegating to reactivity. I don't even know if that's a real term, but what you're doing is you're saying, I'm going to wait until some unnamed force, or some thing happens to make things better. I'm going to wait and I'm going to react to something that I don't even know is there. I remember Zig Ziglar had a great quote. He said, “Don't wait for your ship to come in if you haven't sent one out.” And I thought that's a great quote. And a lot of people do that. It's like I'm waiting for my ship to come in and once my ship comes in, man, I'm going to do this. I'm going to invest in advertising. I'm going to invest in my training, my education, I'm going to train my salespeople. I'm gonna do all this stuff when my ship comes in, and they haven't sent a ship out. And there's another great one, Earl Nightingale, I remember hearing this, years and years ago. He said a lot of people, they'll approach it as if they're approaching a furnace and they're saying to the furnace, give me heat and then I'll add the wood. And it doesn't work like that. You've got to be more proactive. And when you're waiting, when you're delegating to reactivity and essentially saying, okay, when this good thing happens out of the blue sky, it just is going to happen. Then when that happens, then I'll take action. You never control your own destiny that way. You can never control your own destiny if you're going to wait for some unnamed thing to happen before you're willing to take action.
Chris: And you must see this over and over again. I, as I understand that you've done lots of trade shows over the years. You must see people coming back year after year with the same problem. And it's gotta be kinda heartbreaking.
David: Yeah. Yes and no. When it comes to people coming back year after year, suffering from the same problems. And the reason I say that is that some people do return. A lot of them are embarrassed, you know, particularly if we had talked, the previous year, about something they wanted to do and they didn't take action on it. A lot of times they're embarrassed, like, yeah, you know, we talked about doing that and then we didn't and I got sidetracked and other stuff, but I did put together a new website and that didn't do anything. We talked about that in a previous podcast. Yeah, so some of them are embarrassed and a lot of them are out of business. Frankly, that's what happens. We've met people at trade shows, we've talked to them afterwards. We followed up about helping them with what they were looking to accomplish and a lot of them are like, well, when this happens, when that happens, then we'll do it and we would stay in touch with them. We'd stay in touch with them a few weeks at a time, a few months later it was always, "not yet, not yet." And then eventually you call, and they're gone. They're out of business. They just couldn't do it because they were waiting for this unnamed thing to happen, that just never happened. I think reactivity is deadly... And maybe that should be the title of the podcast.