Your Shoulds Are Really Musts

Most of your “shoulds” are really “musts.” And most of your “musts” are really “shoulds.”

You think you “should” nurture your dream clients. You believe that you “must” live in your inbox, waiting to respond or react to whatever other people request of you. You have this backwards. You “must” nurture your dream clients. You should check your inbox a couple of times a day.

You think that you “should” be prospecting. You believe that you must spend time on social media sites during working hours, even though you are really only consuming content. You have these exactly backwards. You “must” prospect. You should limit the time you spend on consuming content.

Your brain is constantly nagging you that you “should” follow up with the clients and prospects you visited this week. And while you’re at it, your mind reminds you that you should follow up on all your leads. You believe that you must respond to the RFP that showed up unsolicited and that you have no business responding to, least of all since the due date is three weeks from now. You “must” follow up—if you are to succeed in sales. You should avoid things that look like work but produce no real outcomes.

If you believe that you should do something, that “should” is more likely a “must.” One of the keys to success is to know what is really a “must” and what is a “should,” and then doing everything that “must” be done.

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