It’s easy to reduce your price and eliminate it as an obstacle to a deal. It’s difficult to increase your price once you have established a lower price, even when you create greater value.
It’s easy to avoid dealing with a challenging customer issue, hoping against hope that it resolves itself in time. It’s difficult to have tough conversations, but it’s even more difficult to successfully recover from a challenge the longer it goes unaddressed.
It’s easy to give your client what they believe they want, like a price quote or a response to an RFP. It’s difficult to have the conversations about why you don’t want to give them what they believe they want and how doing so will actually hurt them.
It’s easy to wait for inbound marketing, channel partners, or social media to bring you the opportunities you need. It’s difficult to do the prospecting work that produces real results, like picking up the phone and calling your dream clients.
Its easy to send an email. It’s difficult to gain the commitments you really need.
It’s easy to wing it and show up for a sales call without preparing. You’ve made hundreds or thousands of calls. It’s difficult to make the call as successful for you and as valuable for your client after you’ve already made your first impression.
It’s easy to hit the snooze button and sink back into the warm comfort of sleep. It’s difficult get up and get to work, unless you are so committed to your mission that sleep makes you uncomfortable.
Success is found in doing what is difficult, in doing what other people avoid. Choose to do what is difficult.