The resistance to your offer should be big enough to make you question if you “really have the stomach for this.“
If your big idea is truly worth yours and your prospect’s time, money and effort
Resistance should be on the high
To very high side
For example:
If you want to offer financial advising to physicians
Ask your potential new market:
How much they save every month
Why they haven’t saved more
How much debt do they have
What’s their tolerance for risk
How much time do they spend on their finances?
Do they trust financial advisors?
Would they like to schedule a free phone call?
And on a scale of 1-10, how confident are they that they can make sound financial decisions?
The answers to which are overwhelmingly:
10%, time, a lot, zero, almost none, not at all, not on your life, and 0
Because in this case
The problem that causes doctors the most headaches
That they’d pay the most money to get rid of
Isn’t money
It’s shame
That as highly educated, undeniably intelligent human beings
Ranked in the top 1% of earnings by profession
They save very little
And don’t want to be judged
And certainly not by a financial advisor
Save for the financial advisor who pauses momentarily
Takes in the seemingly bad news
Just long enough
To roll up her sleeves.
I’m here,
Kevin