We couldn’t wait to jump in the pool. The sun beat down us. It felt like the inside of an oven. As soon as we dropped our bags, my son jumped in.
I sort of tiptoed in the pool. I inched my way in. The water was cold, despite the heat outside. I inched a little deeper a half step at a time. My son foiled my plan of gradual acclimation to the cold water. He swam to the other end of the pool. He’s only six so I need to keep my eye on him.
“Crap. I can’t delay this anymore.”
In one swift move, I dove underneath the rope that divides the shallow end from the deeper end. The cold water stung for a few seconds. After that, everything was ok. I swam across the pool with ease. I no longer cared about the coldness.
The First step Is Always The Hardest – Unknown
Similar quotes abound.
The First Million Is Always The Hardest – Unknown
There’s a reason there are so many quotes that give the same advice. There are two things holding us back.
There is the unknown. We don’t know what to expect.
In other cases, there are knowns we want to avoid. I knew the first few seconds of the cold water would sting. That’s why I found it so hard to dive in.
The First Sale Is Always The Hardest – Unknown
I face the same struggles in my professional life. Getting a new customer to give me a chance is much harder than getting repeat business from a long time customer.
The Biggest Hurdle In Business
The most critical point of any sales, marketing or persuasive effort is the second the enter your world. Convince them to take that first step. It’s the hardest part. It’s why so many businesses work so hard on customer acquisition.
In my own experience, getting a new customer to spend $10 on that first product takes more effort than getting them to spend $99 on the second product.
There’s the unknown of dealing with a new person or entity. They don’t know if you’re trustworthy. They lack the experience to know what to expect from you.
In addition, they also fear the “knowns.” You’re asking them to part with their hard earned cash. They surmise from past experiences that you’ll try and sell them other stuff in the future.
How do you help them get past that initial fear?
The Low Impact Welcome
Make that first entry into your world low impact. Ask for a little and give a lot. Don’t worry if you’re not getting your fair share in the first transaction. I read a lot of complaints by peers on Social Media. They cry about customers who fail to recognize their hard work.
“I’ll be damned if I give away my hard work for a pittance.”
Here’s the truth.
Nobody cares how hard you worked on it. They only care about what it does for them.
Deliver kick-ass value you’ll make your fair share as time goes on.