Sell2Succeed

IN THE NAME OF ALLAH – THE SOURCE OF MERCY – THE MOST MERCIFUL
SELL2SUCCEED
"HENRY FORD BEGAN HIS BUSINESS CAREER UNDER THE HANDICAP OF POVERTY,
ILLITERACY, AND IGNORANCE. WITHIN THE INCONCEIVABLY SHORT PERIOD OF TEN
YEARS MR. FORD MASTERED THESE THREE HANDICAPS, AND WITHIN 25 YEARS HE
MADE HIMSELF ONE OF THE RICHEST PEOPLE IN AMERICA. CONNECT WITH THOSE
FACTS THE ADDITIONAL KNOWLEDGE THAT MR. FORD'S MOST RAPID STRIDES
BECAME NOTICEABLE FROM THE TIME HE BECAME A PERSONAL FRIEND OF THOMAS
A. EDISON, AND YOU WILL BEGIN TO UNDERSTAND WHAT THE INFLUENCE OF ONE
MIND UPON ANOTHER CAN ACCOMPLISH, GO A STEP FURTHER AND CONSIDER THE
FACT THAT MR. FORD'S MOST OUTSTANDING ACHIEVEMENTS BEGAN FROM THE TIME
THAT HE FORMED THE ACQUAINTANCES OF HARVEY FIRESTONE, JOHN BURROUGHS,
AND LUTHER BURBANK (EACH AN INDIVIDUAL OF GREAT INTELLECTUAL CAPACITY),
AND YOU WILL HAVE FURTHER EVIDENCE THAT POWER MAY BE PRODUCED THROUGH
A FRIENDLY ALLIANCE OF MINDS."
1 | P a g e P L E A S E S U P P O R T w w w . s e f l a n k a . o r g

"THE CHALLENGE IS TO FOLLOW THROUGH ON A GREAT IDEA. I THINK IF YOU'VE GOT
A GREAT IDEA, YOU NEED TO JUST GIVE IT A TRY. AND IF YOU FALL FLAT ON YOUR
FACE, PICK YOURSELF UP AND TRY AGAIN. LEARN FROM YOUR MISTAKES. AND,
REMEMBER, YOU'VE GOT TO GO MAKE A REAL DIFFERENCE IN PEOPLE'S LIVES IF
YOU'RE GOING TO BE SUCCESSFUL."
WHAT DOES ATTITUDE HAVE TO DO WITH SALES SUCCESS?
ACHIEVING BUSINESS SUCCESS
TAKING A SALESPERSON’S APPROACH COULD BE THE ANSWER. THE WORLD MARKET
IS HEATING UP. COMPETITORS ARE APPEARING OUT OF NOWHERE AND
EXPECTATIONS ARE HIGH, ESPECIALLY FROM THE TOP. IN TODAY’S MARKET BOTH
THE BUSINESS OWNER AND SEASONED PROFESSIONAL SALESPERSON HAVE TO BE
PRODUCING AT THEIR ABSOLUTE BEST TO STAY UP WITH THE INDUSTRY LEADERS.
BUSINESS PEOPLE ARE SALES PROFESSIONALS WHO TODAY HAVE TO BE PRO-ACTIVE,
HIGHLY ENERGETIC, ENTREPRENEURIAL, SELF-DRIVEN AND REALLY CONCERNED
ABOUT EFFICIENCY. HE OR SHE NEEDS TO BE HONEST, SENSITIVE, A MASTER
PROBLEM SOLVER AND ABOVE ALL, A PERSONAL MARKETING GENIUS WITH A WIN /
WIN PHILOSOPHY.
WITH THIS IN MIND, A SALES RESULTS SYSTEM WAS DESIGNED TO HELP BUSINESS
PEOPLE DEVELOP ALL THE ABOVE CHARACTERISTICS AND SKILLS, AND MORE. THE
PROFESSION OF BEING A SALESPERSON IS NO DIFFERENT THAN ANY OTHER
PROFESSION. ALL BUSINESS PROFESSIONALS GO THROUGH YEARS OF TRAINING AND
CONTINUOUS LEARNING. THE MAIN DIFFERENCE OF THE SALES PROFESSION
THOUGH, AND ONE THAT YOU MUST LEARN TO DEAL WITH, IS THE AMOUNT OF
REJECTION THAT YOU CAN FACE IN ONE DAY.
TRADITIONAL TRAINING HAS TAUGHT US MANY TECHNIQUES AND HOW TO HANDLE
OBJECTIONS, BUT NOT REJECTION. IN ORDER FOR SALESPEOPLE TO BE SUCCESSFUL,
THEY MUST MAINTAIN CONTROL OVER THE SALES PROCESS. TO DO THAT, THEY MUST
HAVE A STEP-BY-STEP SALES RESULTS SYSTEM TO FOLLOW. THIS IS THE MAIN
REASON BEHIND WHY SALESPEOPLE SUCCEED.
ALL BUSINESS PROFESSIONALS CAN BENEFIT FROM A SYSTEM LIKE THIS BECAUSE IT
IS VITAL TO ALWAYS BE FOCUSED AND GOAL-ORIENTATED IN ORDER TO ACHIEVE
RESULTS. MOST BUSINESSES ARE CUSTOMER FOCUSED AND SERVICE DRIVEN AND

USUALLY, NO MATTER WHAT YOUR PROFESSION, YOU HAVE SOMETHING TO SELL,
WHETHER IT BE A PRODUCT, A SERVICE OR AN IDEA.
THE SALES RESULTS SYSTEM THAT I DEVELOPED AFTER YEARS OF RESEARCH AND
APPLICATION IS BASED ON NON-TRADITIONAL TECHNIQUES THAT GIVE YOU THE
EDGE. IT HAS BEEN PROVEN AND IS KNOWN AS THE SALES RESULTS SYSTEM.
HOWEVER, I HAVE ADDED A D TO IT RECENTLY, AS YOU WILL DISCOVER ON THE
FOLLOWING PAGES.
ATTITUDE
YOU CAN’T BUILD ANYTHING WITHOUT A SOLID FOUNDATION. THE ‘A’ IS FOR
ATTITUDE, THE FOUNDATION OF ALL SUCCESSFUL PEOPLE. ATTITUDE IS THE
“ADVANCE MAN” OF OUR TRUE SELVES. ITS ROOTS ARE INWARD, BASED ON PAST
EXPERIENCES, BUT ITS FRUIT IS OUTWARD. IT IS OUR BEST FRIEND, OR OUR WORST
ENEMY. IT IS MORE HONEST AND MORE CONSISTENT THAN OUR WORDS. IT IS A
THING, WHICH DRAWS PEOPLE TO US, OR REPELS US. IT IS NEVER CONTENT UNTIL
IT IS EXPRESSED. IT IS THE LIBRARIAN OF OUR PAST, THE SPEAKER OF OUR
PRESENT, AND THE PROPHET OF OUR FUTURE. YET, YOUR ATTITUDE IS UNDER
WHOSE CONTROL?
1. YOUR ATTITUDE IS 100 PER CENT UNDER YOUR CONTROL! THERE ARE A LOT OF
THINGS IN LIFE THAT WE HAVE NO CONTROL OVER. FOR EXAMPLE, THERE IS
ABSOLUTELY NOTHING WE COULD DO ABOUT HOW PROSPECTS REACT TO US OR OUR
PRODUCTS AND SERVICES. ALL WE COULD DO IS CONTROL THE WAY WE REACT. YET,
SO MANY PEOPLE LET OTHERS’ REACTIONS DETERMINE THEIR OUTLOOK FOR THE
DAY. THINK ABOUT IT, ARE YOU AS POSITIVE, UPBEAT AND DRIVEN ON A BAD DAY
AS YOU WOULD BE ON A HIGHLY SUCCESSFUL DAY?
HOW DO YOU REACT TO NEGATIVITY? DO YOU WALK AWAY DISCOURAGED AND
COMPLAIN ABOUT IT OR DO YOU TAKE CONTROL AND STAY FOCUSED? SUCCESS IS
BASED ON GOOD JUDGEMENT AND GOOD JUDGEMENT IS BASED ON EXPERIENCE AND
THE ONLY WAY ONE CAN GAIN EXPERIENCE IS THROUGH FAILURE. WE SOMETIMES
HAVE TO FAIL OFTEN TO SUCCEED ONCE. THIS IS ALL ABOUT ATTITUDE.
HOW YOU REACT, HOW YOU THINK, WHAT YOU SAY TO YOURSELF OR WHAT YOU
BELIEVE ABOUT YOURSELF IS ALL UNDER YOUR CONTROL AND COMES OUT IN YOUR
ATTITUDE. YOU MUST FIRST REALISE THAT YOUR ATTITUDE IS 100 PER CENT UNDER
YOUR CONTROL AND LEARN TO REFLECT, CONFIRM AND TAKE HOLD OF YOUR
ATTITUDE. YOU MUST TAKE HOLD OF YOUR ATTITUDE TOWARDS YOURSELF,

OVERCOME FEAR AND BE ABLE TO DEAL WITH REJECTION IN ORDER TO INCREASE
YOUR PRODUCTIVITY WHILE SAVING TIME AND MONEY.
2. WHAT IS YOUR ATTITUDE TOWARDS YOUR ORGANISATION, ITS TEAM PLAYERS
AND PRODUCTS AND SERVICES? DO YOU HAVE AN OWNER’S MENTALITY? IF SO,
WHAT WOULD YOU DO DIFFERENTLY? NOW, WHY ARE YOU NOT DOING IT? YOU HAVE
TO ADDRESS THESE ISSUES AND HAVE A STRONG BELIEF BEFORE YOU CAN MOVE ON.
3. WHAT IS YOUR ATTITUDE TOWARDS THE MARKET THAT YOU REPRESENT? DO YOU
HAVE A CLEAR FULL COLOUR PICTURE OF YOUR IDEALS? DO YOU KNOW YOUR
COMPETITION AND THEIR STRENGTHS AND WEAKNESSES? IF YOU DON’T, IS IT FAIR
TO SAY THAT YOU DON’T KNOW WHAT YOU ARE DOING?
IF YOU DON’T BELIEVE IN (1) YOURSELF, (2) THE ORGANISATION THAT YOUR
REPRESENT, ITS TEAM, PRODUCTS AND SERVICES AND (3) THE MARKET THAT YOU
ARE IN, MOVE ON AND FIND SOMETHING YOU DO BELIEVE IN. HOW COULD YOU
CONVINCE ANYONE ELSE TO BELIEVE IN SOMETHING THAT YOU YOURSELF DON’T
BELIEVE IN?
BEHAVIOUR
YOU CAN HAVE A FANTASTIC ATTITUDE, BUT A POSITIVE ATTITUDE ALONE IS NOT
ENOUGH TO GUARANTEE LONG TERM SUCCESS. YOU NEED GOALS AND AN ACTION
PLAN TO GET WHERE YOU WANT TO GO. THE ‘B’ STANDS FOR BEHAVIOUR.
BEHAVIOUR IS THE MANNER IN WHICH YOU CONDUCT YOURSELF. IT IS THE WAY YOU
BEHAVE, THE WAY YOU ACT, FUNCTION OR REACT. THE 1, 2, 3’S ARE THE GOALS AND
BEHAVIOURS FROM A PERSONAL, ORGANISATIONAL, AND MARKET TARGETING
LEVEL. WITHOUT GOALS THERE IS NO REASON TO ACT, NO MOTIVATION TO TAKE
DAILY ACTIONS OR GO THE EXTRA MILE.
1. APPROPRIATE BEHAVIOUR DRIVES OPPORTUNITIES. OPPORTUNITIES COME FROM
SETTING GOALS. WHAT DO YOU WANT OUT OF LIFE OR OUT OF YOUR BUSINESS?
WHO COULD DETERMINE THIS FOR YOU AND WHO CAN MAKE IT HAPPEN? WHAT ARE
THE DAILY BEHAVIOURS THAT YOU MUST APPLY TO LIVE THE LIFE OF YOUR DREAMS?
2. IT IS THOSE DAILY BEHAVIOURS, AND WHEN YOU IMPLEMENT THEM, THAT WILL
MAKE A BIG DIFFERENCE IN YOUR LEVEL OF BUSINESS OR SALES SUCCESS. FOR
EXAMPLE, AS SALESPEOPLE WE NEED TO BE CONSTANTLY NETWORKING, CALLING ON
PROSPECTS, PRESENTING IDEAS TO THEM, HELPING THEM MAKE DECISIONS AND
FOLLOWING UP WITH THEM. WHEN IS THE BEST TIME TO BE CONDUCTING THESE

BEHAVIOURS? NATURALLY, IT IS WHEN THE CLIENT IS AVAILABLE. SO, LET’S REFER
TO THESE BEHAVIOURS AS “PAY TIME” BEHAVIOURS, THOSE BEHAVIOURS THAT
LEAD US TO THE ACCOMPLISHMENT OF OUR BUSINESS GOALS OR SALES TARGETS.
WHAT ARE THE PAY TIME BEHAVIOURS THAT YOU NEED TO CONDUCT ON A DAILY
BASIS TO MEET YOUR GOALS AND WHEN DO YOU CONDUCT THEM?
NOW WE ALL KNOW THAT BUSINESS AND SALES IS ABOUT MORE THAN BEING IN
FRONT OF CUSTOMERS. IN ALL PROFESSIONS WE NEED TIME FOR INTERNAL
COMMUNICATIONS, TRAINING, PAPERWORK AND OTHER FORMS OF
ADMINISTRATION. THESE ARE ACTIVITIES OR BEHAVIOURS THAT ARE NECESSARY
BUT DO NOT DIRECTLY PROVIDE US WITH REVENUE AND DIRECT RESULTS. LET’S
REFER TO THESE BEHAVIOURS AS “NO-PAY TIME” BEHAVIOURS.
WHEN WE LOOK AT OUR WEEK, EACH DAY WE MUST PLAN AND DETERMINE TIME
SLOTS FOR BOTH TYPES OF BEHAVIOURS, PAY TIME AND NO-PAY TIME. WHAT ARE
THE BEST TIMES OF THE DAY FOR YOU TO BE IN FRONT OF CUSTOMERS AND CLIENTS
OR TO BE CONTACTING THEM? WHAT ARE THE WORST TIMES? IT IS DURING THESE
WORST TIMES THAT YOU SHOULD BE CONDUCTING NO PAY TIME BEHAVIOURS. ONCE
YOU IDENTIFY THESE BEHAVIOURS AND TIMES AND STICK TO THEM, WATCH YOUR
TIME MANAGEMENT SKILLS AND RESULTS IMPROVE DRAMATICALLY.
3. WHAT ABOUT YOUR MARKET? DOES 80 PER CENT OF YOUR BUSINESS COME FROM
20 PER CENT OF YOUR CUSTOMERS? IF SO, WHAT DOES YOUR 20 PER CENT LOOK
LIKE? CAN YOU CLEARLY DEFINE THEM? NOW, WHERE SHOULD YOU BE SPENDING
YOUR TIME? I HAVE FOUND THAT IN SALES IT TAKES MORE TIME TO SELL SMALLER
ACCOUNTS THAT PRODUCE LESS REVENUE THAN SELLING LARGE ACCOUNTS THAT
PRODUCE MORE REVENUE. IF YOU TAKE THE TIME TO DEFINE YOUR ABSOLUTE,
BENEFICIAL AND CONVENIENT (A,B,C) CRITERIA YOU WILL HAVE A BETTER HANDLE
ON WHO YOU SHOULD BE TARGETING, THAT IS IF YOU WANT A MAXIMUM RETURN ON
YOUR INVESTMENT IN TIME.
COMPETENCIES
NOW WITH A FANTASTIC ATTITUDE AND APPROPRIATE GOAL DRIVEN BEHAVIOURS,
YOU NEED TO ADD THE ‘C’ WHICH STANDS FOR COMPETENCIES. YOU NEED THE
COMPETENCIES OF YOUR PROFESSION, AS A LAWYER OR DOCTOR NEEDS THEM FOR
THEIRS. WHERE CAN YOU DEVELOP YOUR COMPETENCIES ALMOST ANYWHERE? FOR
EXAMPLE, A SALESPERSON COULD DEVELOP THEIR COMPETENCIES FROM READING
BOOKS, WORKSHOPS, ON THE JOB TRAINING, BEING COACHED OR THROUGH TRIAL

AND ERROR. YOU COULD JOIN PROFESSIONAL SALES ASSOCIATIONS, AND IN SOME
COUNTRIES, YOU CAN EVEN GET CERTIFIED AS A SALES PROFESSIONAL.
THE COMPETENCIES THAT BUSINESS PROFESSIONALS NEED ARE NUMEROUS BUT
BOIL DOWN TO HUMAN INTERACTION, COMMUNICATION AND RELATIONSHIP
BUILDING. AN ORIGINAL SYSTEM THAT WILL HELP YOU TO ESTABLISH RAPPORT AND
BUILD TRUST, TO COMMUNICATE EFFECTIVELY AND TO DEVELOP AND MAINTAIN
LASTING RELATIONSHIPS IS ESSENTIAL. IT NEEDS TO BE A SYSTEM THAT WILL PUT
YOU IN CONTROL OF THE SITUATION IN ORDER TO DETERMINE THE NEXT STEPS AND
TO PRESCRIBE SOLUTIONS. A SYSTEM THAT RETAINS AND DEVELOPS CLIENT
RELATIONSHIPS FOR MORE BUSINESS.
A PROFESSIONALLY TRAINED SALESPERSON FOLLOWING A SALES RESULTS SYSTEM
IS A VERY POWERFUL TOOL IN ANY ORGANISATION. REMEMBER, WITHOUT SALES,
ORGANISATIONS DON’T EXIST. LET ME SHARE MY SYSTEM WITH YOU.
1. IN ORDER TO BUILD A LONG-TERM RELATIONSHIP, ONE MUST FIRST ESTABLISH
RAPPORT. YOU NEED TO KNOW HOW TO BUILD RAPPORT IN THE FIRST 30 SECONDS
OF MEETING. YOU MUST KNOW HOW TO IDENTIFY AN INDIVIDUAL’S PREDOMINANT
SENSE AND HOW TO USE THAT SENSE TO YOUR BENEFIT.
ONCE RAPPORT HAS BEEN ESTABLISHED, QUESTIONS CAN THEN BE ASKED.
HOWEVER, YOU NEED TO KNOW WHY QUESTIONS ARE SO IMPORTANT, THE TYPE OF
QUESTIONS THAT SHOULD BE ASKED AND HOW TO DEAL WITH QUESTIONS FROM THE
CLIENT. YOU MUST FIRST ESTABLISH WHAT PROBLEMS, OR PLEASURES, YOU
PROVIDE A SOLUTION TO? HOW CAN YOUR COMPANY OR SERVICE BENEFIT THE
CLIENT? LIST THEM OUT. NOW, DEVELOP A SERIES OF QUESTIONS TO UNCOVER THE
PROBLEMS. USE OPEN-ENDED QUESTIONS TO GET THE PROSPECT TALKING. AS THEY
SPEAK, LISTEN FOR CLUES. QUESTION THEIR ANSWERS. SEEK CLARIFICATION. ASK
THEM DIRECTING AND LEADING QUESTIONS TO WHERE YOU WANT TO TAKE THEM.
THEN START GATHERING FACTS AND USE CLOSE-ENDED QUESTIONS. IT IS LIKE
TAKING THEM THROUGH A SELF-DISCOVERY FUNNEL. WHAT DO YOU THINK HAPPENS
AS THEY POP OUT OF THE SPOUT OF THE FUNNEL? AND, WHO WAS IN CONTROL OF
THE PROCESS?
WHEN ASKING QUESTIONS, ONE MUST LISTEN EFFECTIVELY. THERE ARE SEVERAL
ACTIVE LISTENING TECHNIQUES, WHICH YOU SHOULD APPLY, BUT THE MAIN ONE
QUESTION IS, DO YOU REALLY WANT TO SERVICE THE PROSPECT OR ARE YOU THERE
FOR YOUR REASONS. MY FAVOURITE QUOTE RELATING TO SALES IS “NOBODY CARES
HOW MUCH YOU KNOW, UNTIL THEY KNOW HOW MUCH YOU CARE.” ONLY GOOD

QUESTIONING AND LISTENING TECHNIQUES WILL HELP THE SITUATION. HOW WELL
DO YOU KNOW YOUR OWN LISTENING SKILLS? CAN YOU IDENTIFY THE
CHARACTERISTICS OF GOOD AND POOR LISTENERS? IF SO, GREAT! ARE YOU
PRACTISING THEM?
2. NOW WE HAVE TO TAKE THE ABOVE TECHNIQUES AND USE THEM TO QUALIFY
OPPORTUNITIES BY SETTING THE PARAMETERS. THIS IS SETTING THE GROUND
RULES, ELIMINATING SURPRISES AND HAVING A CLEAR FUTURE, WHICH BOTH
PARTIES WORK TOWARDS. TO NAME A FEW, IT MEANS BEING 100 PER CENT HONEST
AND UP FRONT, FINDING OUT THE CLIENT’S TIME, OBJECTIVES, AGENDA AND
DEALING WITH YOUR BIGGEST OBJECTIONS UP FRONT. IT IS NOT ABOUT YOU, IT IS
ABOUT THEM!
WE ASK QUESTIONS TO UNCOVER THE CLIENT’S MOTIVATORS. WE ARE NOT JUST
TALKING ABOUT THE ORGANISATIONAL NEEDS. THIS MEANS DISCOVERING THE
PERSONAL EMOTIONS OF THE CLIENT; WHAT WILL MOTIVATE THEM? YOUR JOB IS TO
FIND OUT. THIS REQUIRES A TRUSTING RELATIONSHIP COMBINED WITH
APPROPRIATE QUESTIONING TECHNIQUES AND EXCELLENT LISTENING SKILLS.
ONCE A NUMBER OF MOTIVATORS HAVE BEEN IDENTIFIED, YOU NEED TO UNCOVER
FINANCIAL CONSIDERATIONS. IF THEY DON’T HAVE A BUDGET, HOW WILL THEY
PROCEED? IF THEY DO HAVE A BUDGET, YOU NEED TO KNOW WHAT IT IS. HOW ELSE
CAN YOU PROVIDE THEM WITH A SOLUTION IF YOU DON’T KNOW HOW MUCH MONEY
THEY HAVE SET ASIDE FOR THEIR PROBLEMS OR DESIRES?
NOW THAT YOU HAVE IDENTIFIED THE MOTIVATORS AND THE FINANCIAL ABILITY,
YOU MUST CONFIRM THE DECISION MAKING PROCESS. WHEN WILL THE DECISION BE
MADE? WHO, BESIDES THE PERSON YOU ARE SPEAKING WITH, IS INVOLVED IN THE
DECISION MAKING PROCESS?
3. ONCE ALL THE INFORMATION IN THIS STEP HAS BEEN GATHERED, YOU THEN NEED
TO PRESCRIBE SOLUTIONS SPECIFIC TO THE CUSTOMERS NEEDS, KEEPING
COMPETITORS OUT AND DEVELOPING THE ACCOUNT TO ITS MAXIMUM POTENTIAL.
YOU NEED TO REVIEW THE PARAMETERS OF THE PRESENTATION, REVIEW THE
FINDINGS AND PRESENT PRESCRIBED SOLUTIONS TO THE CLIENT’S PROBLEMS, IN
THEIR DOMINANT SENSE. WHEN YOU FEEL YOU HAVE THE PROSPECT AGREEING WITH
YOUR SOLUTIONS, ASK THEM WHAT THEY WOULD LIKE YOU TO DO NEXT. DON’T PUSH
THEM. LEARN TO SHUT-UP.

NOW YOU HAVE THE CLIENT ON YOUR SIDE, YOU NEED TO EDUCATE THEM ON THE
OTHER FEATURES AND BENEFITS OF YOUR PRODUCT OR SERVICE. THEN YOU NEED TO
MAINTAIN THE RELATIONSHIP, DEVELOP THE ACCOUNT FOR MORE BUSINESS AND
OBTAIN NEW CLIENT INTRODUCTIONS AND REFERRALS. THAT IS SIMPLE. DO YOUR
JOB WELL AND IT WILL COME. IF NOT, ASK AND YOU SHALL RECEIVE.
DISCIPLINE
WE HAVE DISCUSSED ATTITUDE, BEHAVIOUR AND COMPETENCIES, HOWEVER ‘C’
ALSO STANDS FOR COMMITMENT. IN THIS CASE WE ARE TALKING ABOUT
COMMITMENT TO YOURSELF, WHICH LEADS ME TO THE FINAL POINT IN OUR RESULTS
SYSTEM. ‘D’ STANDS FOR DISCIPLINE. DISCIPLINE IS A COMMITMENT TO YOURSELF,
TO DO WHAT YOU HAVE TO DO EVEN WHEN YOU DON’T WANT TO DO IT.
IT IS THROUGH SELF-DISCIPLINE THAT YOU WILL REALISE RESULTS. HOWEVER,
DISCIPLINE IS HARD TO MASTER. YOU WILL NEED TO DISCIPLINE YOURSELF FOR AT
LEAST 21 CONSECUTIVE DAYS TO MAKE IT A HABIT. TO DO THIS YOU HAVE TO
IDENTIFY THE APPROPRIATE BEHAVIOURS TO REACH YOUR GOALS AND MONITOR
YOURSELF DAILY. MONITORING, OR RECOGNISING YOURSELF, GIVES YOU THE
SATISFACTION OF DAILY ACCOMPLISHMENTS OR SUCCESSES AND LEADS TOWARDS
INCREASED MOTIVATION. THIS INCREASED MOTIVATION IS THEN REWARDED IN
TERMS OF RESULTS. BEHAVIOUR THAT GETS RECOGNISED AND REWARDED GETS
REPEATED. CAN YOU DISCIPLINE YOURSELF, FOR AT LEAST 21 DAYS?
BY LEARNING AND FOLLOWING A STEP-BY-STEP RESULTS SYSTEM YOU COULD
DEVELOP THE RIGHT ATTITUDE, BEHAVIOURS, COMPETENCIES AND DISCIPLINE THAT
WILL GUARANTEE YOU SUCCESS. WHO IS HOLDING YOU BACK? IF YOU DON’T KNOW,
LOOK INTO A MIRROR. GET STARTED?
CONFRONTATION
I HAVE ALREADY ENJOYED SUCCESS WITH A SYSTEMATIC WAY OF IMPROVING
COMMUNICATION WITHIN RELATIONSHIPS. MY BOOK DEFINES A FACE-TO-FACE,
ACCOUNTABILITY DISCUSSION. IF SOMEONE HAS DISAPPOINTED YOU AND YOU
SHOULD TALK TO HIM OR HER DIRECTLY. WHEN HANDLED WELL, THE PROBLEM IS
RESOLVED AND THE RELATIONSHIP BENEFITS. ALL TOO OFTEN, HOWEVER, WE SHY
AWAY FROM DEALING WITH THE PROBLEM OR MISMANAGE THE PROCESS.
WHAT LIES AT THE HEART OF MOST FAMILY, TEAM AND ORGANISATIONAL PROBLEMS
IS THE INABILITY TO HOLD EFFECTIVE COMMUNICATION. IF YOU WALK AWAY FROM

DISAPPOINTMENTS OR HANDLE THEM POORLY, THE COSTS CAN BE HORRENDOUS.
(THE TWO SPACE SHUTTLE DISASTERS WHERE A REPRESSIVE ORGANISATIONAL
ENVIRONMENT MADE ENGINEERS AFRAID TO RAISE TECHNICAL AND SAFETY
PROBLEMS.)
TOO OFTEN OUR RESPONSE TO PERFORMANCE PROBLEMS IS TO GO TO EXTREMES. WE
SLIP FROM AWKWARD SILENCE INTO EMBARRASSING VERBAL ‘VIOLENCE’. MY BOOK
SUGGESTS THAT THERE IS A THIRD OPTION THAT LIES BETWEEN THE POLES OF
‘FIGHT OR FLIGHT’ AND WHICH PROVIDES BETTER WAYS OF DEALING WITH FAILED
PROMISES, DISAPPOINTMENTS AND OTHER PERFORMANCE GAPS. IF YOU LEARN ONE
SET OF SKILLS I.E. HOW TO MASTER MIND CONTROL SYSTEMS, YOU CAN LOOK
FORWARD TO SIGNIFICANT AND LASTING CHANGE IN EVERY PROBLEM YOU TO
CHOOSE TO CONFRONT. WHEN PEOPLE LEARN THESE SKILLS, BOTH THEY AND THEIR
ORGANISATIONS BENEFIT. ACCORDING TO MY RESEARCH, ORGANISATIONS LOSE
BETWEEN 20-80% OF THEIR POTENTIAL PERFORMANCE BECAUSE OF LEADERS’ AND
EMPLOYEES’ INABILITY TO MASTER CRUCIAL CONFRONTATIONS. BY TEACHING
PEOPLE HOW TO IMPROVE THEIR ABILITY TO HAVE THOSE CONFRONTATIONS, THEY
CLAIM TO HAVE ROUTINELY ACHIEVED 20-40% IMPROVEMENTS IN PERFORMANCE.
AND THESE RESULTS ARE JUST THE TIP OF THE ICEBERG.
WHEN WE APPROACH A CRUCIAL CONFRONTATION, WE HAVE TO WORK ON
OURSELVES FIRST. BEFORE WE SAY ANYTHING, WE NEED TO ASK OURSELVES WHAT
CRUCIAL CONFRONTATION TO HOLD AND IF WE SHOULD HOLD IT. THINK ‘CPR’ -
CONTENT, PATTERN AND RELATIONSHIP. THE FIRST TIME A PROBLEM COMES UP,
YOU SHOULD BE PREPARED TO TALK ABOUT THE ORIGINAL PROBLEM OR THE
CONTENT. IF THE PROBLEM CONTINUES, TALK ABOUT THE PATTERN. AS THE IMPACT
SPILLS OVER TO HOW YOU RELATE TO ONE ANOTHER, TALK ABOUT YOUR
RELATIONSHIP. TO HELP PICK THE RIGHT LEVEL, EXPLORE WHAT COMES AFTER THE
BEHAVIOUR (THE CONSEQUENCES), AS WELL AS WHAT COMES BEFORE IT (THE
INTENT). AS THE LIST OF POTENTIAL PROBLEMS EXPANDS, ASK WHAT YOU REALLY
DO WANT AND DON’T WANT FOR YOURSELF, THE OTHER PERSON AND THE
RELATIONSHIP.
TO DETERMINE IF YOU ARE WRONGLY STAYING SILENT, ASK THESE FOUR
QUESTIONS: AM I ACTING IT OUT? IS MY CONSCIENCE NAGGING ME? AM I CHOOSING
THE CERTAINTY OF SILENCE OVER THE RISK OF SPEAKING UP? AM I TELLING MYSELF
THAT I AM HELPLESS? ON THE OTHER HAND, TO DETERMINE IF YOU ARE WRONGLY
SPEAKING UP, ASK IF THE ‘SOCIAL SYSTEM’ WILL SUPPORT YOUR EFFORT. IF YOU
ARE GOING TO SPEAK UP AND HOLD OTHERS ACCOUNTABLE TO A NEW STANDARD OR
ONE THAT IS DIFFERENT FROM THE MASSES, YOU HAVE TO RESET THEIR

EXPECTATIONS THIS MEANS SENDING OUT A WARNING AND DIFFERENTIATING
YOURSELF.
MASTER MY STORIES. A PERSON’S BEHAVIOUR DURING THE FIRST FEW SECONDS OF
A CONFRONTATION SETS THE TONE FOR EVERYTHING THAT FOLLOWS. YOU HAVE NO
MORE THAN A SENTENCE OR TWO TO ESTABLISH THE CLIMATE, IF YOU SET THE
WRONG TONE OR MOOD, IT IS HARD TO TURN THINGS AROUND.
THE EXPLANATION FOR THIS IS WHAT I CALL “PATH TO ACTION”. ANOTHER PERSON
DOES SOMETHING AND AS A RESULT, WE ARE PROPELLED TO ACTION. WE SEE OR
HEAR WHAT THE OTHER PERSON DID OR SAID AND THEN TELL OURSELVES A STORY
WHY HE OR SHE DID IT, WHICH LEADS TO A FEELING, WHICH LEADS TO OUR OWN
ACTIONS. IF THE STORY IS UNFLATTERING AND THE FEELING IS ANGER, ADRENALINE
KICKS IN, BLOOD LEAVES OUR BRAINS TO SUPPORT OUR GENETICALLY ENGINEERED
RESPONSE OF ‘FIGHT OR FLIGHT’ AND WE SAY AND DO STUPID THINGS.
SO, AS YOU APPROACH A CONFRONTATION, TAKE CARE NOT TO ESTABLISH A BAD
CLIMATE BY CHARGING IN HALF-INFORMED AND HALF-COOKED. WORK ON YOUR
OWN THOUGHTS, FEELINGS AND STORIES. TELL YOURSELF THE REST OF THE STORY,
ASK WHY A REASONABLE, RATIONAL AND DECENT PERSON WOULD DO WHAT YOU
HAVE JUST SEEN, AS WELL AS IF YOU YOURSELF ARE PLAYING A ROLE IN THE
PROBLEM.
LOOK AT WHICH SOURCES OF INFLUENCE YOU CAN DRAW ON THE THINGS THAT
EITHER MOTIVATE OR ENABLE PEOPLE TO KEEP THEIR COMMITMENT. THE NOTION
HERE IS THAT IN ORDER TO TAKE THE REQUIRED ACTION, THE PERSON MUST BE
WILLING AND ABLE. MOTIVATION AND ABILITY WILL BE AFFECTED BY THE FORCE OF
SELF, OTHERS AND THINGS (I.E. THE ENVIRONMENT) AS FOLLOWS:
SELF (MOTIVATORS: PAIN AND PLEASURE; ENABLERS: STRENGTHS AND
WEAKNESSES).
OTHERS (MOTIVATORS: PRAISE AND PRESSURE; ENABLERS: HELPS AND
HINDRANCES).
THINGS (MOTIVATORS: CARROTS AND STICKS; ENABLERS: BRIDGES AND BARRIERS).
SO, FOR EXAMPLE, ASK WHETHER OTHERS SUPPORT THE DESIRED BEHAVIOUR OR
PROVIDE PRESSURE AGAINST IT AND WHETHER THE REWARD SYSTEM IS ALIGNED.
CAN OTHERS DO WHAT IS REQUIRED? DOES THE TASK PLAY TO THEIR STRENGTHS OR
WEAKNESSES? ARE PEOPLE AROUND THEM A HELP OR A HINDRANCE? DO THE
THINGS AROUND THEM PROVIDE A BRIDGE OR A BARRIER?

CONFRONTING WITH SAFETY, DESCRIBE THE GAP
WHEN WE HAVE FINISHED WORKING ON OURSELVES AND ARE SPEAKING FOR THE
FIRST TIME, THE OVERALL GOAL IS TO CONFRONT WITH SAFETY, I.E. WE HAVE TO
MAKE IT SAFE FOR PEOPLE TO DISCUSS PROBLEMS. RATHER THAN LEADING WITH
HARSH CONCLUSIONS OR MAKING ACCUSATIONS, WE SIMPLY DESCRIBE THE GAP
AND THEN LISTEN CAREFULLY TO SEE WHETHER THE PROBLEM IS DUE TO
MOTIVATION, ABILITY OR BOTH. MAINTAIN MUTUAL RESPECT AND ESTABLISH
MUTUAL PURPOSE. ASK FOR PERMISSION TO DISCUSS A PROBLEM AND ALWAYS
DISCUSS IT IN PRIVATE. USE THE TECHNIQUE OF ‘CONTRASTING’ TO ADDRESS
MISUNDERSTANDINGS AND AS A PRE-EMPTIVE TOOL FOR STOPPING DISRESPECT.
THE PROCESS HERE IS TO IMAGINE WHAT OTHERS MIGHT ERRONEOUSLY CONCLUDE,
IMMEDIATELY EXPLAIN THAT THIS IS WHAT YOU DON’T MEAN AND AS A
CONTRASTING POINT, EXPLAIN WHAT YOU DO MEAN.
SHARE YOUR PATH WITH THE OTHER PERSON, START WITH THE FACTS AND
TENTATIVELY SHARE YOUR STORY. CONTINUALLY WATCH FOR SAFETY PROBLEMS. IF
THE OTHER PERSON BECOMES DEFENSIVE, STEP OUT OF THE CONTENT AND RESTORE
SAFETY. END WITH A SIMPLE, DIAGNOSTIC QUESTION, A SINCERE INVITATION FOR
THE OTHER PERSON TO SHARE EVEN COMPLETELY CONTRARY OPINIONS WITH YOU.
MAKE IT MOTIVATING
HAVING DESCRIBED THE GAP, WE ARE NOW LISTENING TO SEE IF THE PROBLEM IS
DUE TO MOTIVATION OR ABILITY. IF THE OTHER PERSON ISN’T MOTIVATED, WE
HAVE TO HELP THEM WANT TO TAKE ACTION. PEOPLE ARE MOTIVATED BY THE
CONSEQUENCES THEY ANTICIPATE. SO BEGIN BY EXPLAINING NATURAL
CONSEQUENCES IN A BUSINESS CONTEXT, THIS TYPICALLY INCLUDES WHAT IS
HAPPENING TO STAKEHOLDERS SUCH OTHER EMPLOYEES AND SHAREHOLDERS.
SEARCH FOR CONSEQUENCES THAT MATTER TO THE OTHER PERSON. FINISH WELL
AND WRAP UP THE CONVERSATION BY DETERMINING WHO DOES WHAT AND BY
WHEN. THEN SET A FOLLOW-UP TIME.
MAKE IT EASY
IF ABILITY IS THE PROBLEM, WE HAVE TO MAKE IT EASY FOR THE OTHER PERSON TO
COMPLY. WE NEED TOOLS THAT MAKE KEEPING COMMITMENTS (ALMOST) PAINLESS.
WE HAVE TO MAKE IMPOSSIBLE TASKS POSSIBLE AND NASTY TASKS LESS NASTY.
JOINTLY EXPLORE ROOT CAUSES DON’T JUMP IN WITH YOUR OWN SOLUTIONS.

EMPOWER OTHERS BY LETTING THEM TAKE PART IN DIAGNOSING THE REAL CAUSE
AND PRODUCING WORKABLE SOLUTIONS. ASK THEM FOR THEIR IDEAS. REMEMBER
THE ALL-IMPORTANT QUESTION: ‘WHAT DO YOU THINK IT WILL TAKE?’
WHEN OTHERS CAN’T IDENTIFY ALL THE CAUSES, JOINTLY EXPLORE THE
UNDERLYING FORCES INCLUDING SELF, OTHERS AND THINGS. ONCE YOU HAVE
FINISHED WITH SURFACING AND RESOLVING ABILITY BARRIERS, CHECK TO SEE IF
THEY ARE WILLING TO DO WHAT IS REQUIRED ONCE YOU HAVE TAKEN STEPS TO
ENABLE THEM.
STAY FOCUSED AND FLEXIBLE
ALL THE ABOVE PRINCIPLES AND SKILLS HAVE TO BE WOVEN INTO A WORKABLE
SCRIPT AS THE CONVERSATION UNFOLDS. THIS CALLS FOR AN ENORMOUS AMOUNT
OF FLEXIBILITY. IF FEAR IS THE EMERGENT PROBLEM, STEP OUT OF THE ORIGINAL
PROBLEM, MAKE IT SAFE AND APPROPRIATE AND REVISIT THE PROBLEM, RETURNING
TO THE PLACE YOU LEFT OFF. WHEN NEW PROBLEMS EMERGE, REMAIN FLEXIBLE
ENOUGH TO DEAL WITH THEM WITHOUT GETTING SIDE-TRACKED. STEPPING UP TO A
NEW PROBLEM SHOULD HAPPEN BY CHOICE, NOT BY ACCIDENT. WHEN PEOPLE DON’T
DELIVER ON A PROMISE BECAUSE ‘SOMETHING CAME UP’, DEAL WITH IT. OTHERS
NEED TO LET YOU KNOW THAT PLANS MAY BE CHANGING AS SOON AS THEY CAN.
WHEN A WORSE PROBLEM EMERGES, STEP OUT OF THE ORIGINAL PROBLEM, LEAVE A
‘BOOKMARK’ SO YOU WILL KNOW WHERE TO RETURN AND START OVER WITH THE
NEW PROBLEM. ONCE YOU HAVE DEALT WITH THE EMERGENT PROBLEM, RETURN TO
THE ORIGINAL ISSUE. WHEN OTHERS BECOME UPSET, RETRACE THEIR ‘PATH TO
ACTION’ TO THE ORIGINAL SOURCE. TALKING ABOUT THE FACTS HELPS DISSIPATE
THE EMOTIONS AND TAKES YOU TO THE PLACE WHERE YOU CAN RESOLVE THE
PROBLEM.
GAIN COMMITMENT AND MOVE TO ACTION
AFTER A CRUCIAL CONFRONTATION, WHAT CAN YOU DO TO ENSURE THAT YOUR
EFFORTS TO WORK THROUGH A PROBLEM WILL LEAD TO ACTION? THE BEST
PROBLEM-SOLVERS, SAY, CREATE A COMPLETE PLAN. THEY BUILD THE FOUNDATION
OF ACCOUNTABILITY BY BEING SPECIFIC ABOUT WHAT COMES NEXT. THEY PIECE
TOGETHER ALL THE THEORIES AND SKILLS INTO A COMPLETE PROBLEM-SOLVING
DISCUSSION. IN EFFECT, THEY CARRY A MODEL IN THEIR HEADS, WHICH THEY APPLY
TO DIFFICULT INTERPERSONAL CHALLENGES.

THE MOST IMPORTANT THING IS TO AGREE ON A PLAN AND FOLLOW-UP METHOD.
THE PLAN MUST INCLUDE WHO DOES WHAT BY WHEN. EACH PERSON MUST BE
CLEARLY IDENTIFIED WITH A RESPONSIBILITY. MAKE SURE THE ‘WHAT’ IS
UNDERSTOOD. CALL FOR QUESTIONS AND USE CONTRASTING WHERE NECESSARY.
THE LESS SKILLED THE PERSON OR THE MORE UNEVEN THEIR HISTORY, THE HIGHER
THE RISK AND THE MORE FREQUENTLY YOU WILL NEED TO FOLLOW UP. TALK
CANDIDLY ABOUT YOUR FOLLOW-UP METHODS. THEN BE CERTAIN TO FOLLOW UP IF
THINGS DON’T GO WELL, STEP UP TO A NEW CRUCIAL CONFRONTATION.
PUT IT ALL TOGETHER
THIS SECTION LOOKS AT HOW TO USE THE MIND CONTROL SYSTEMS MODEL TO
SOLVE ‘BIG, STICKY COMPLICATED PROBLEMS’. IT EXAMINES WHAT THE SKILLS
LOOK LIKE WHEN APPLIED BY A REAL PERSON DURING A REAL CONFRONTATION AND
SHOWS HOW SOMEONE MIGHT PICK AND CHOOSE FROM THE TOOLBOX OF SKILLS.
MOST OF US ARE FRIGHTENED OF FAILURE IN THESE TYPES OF SITUATION. BUT, AS
YOU DON’T HAVE TO LEAP OUT OF THE PLANE WITHOUT A PARACHUTE. IT IS NOT
ABOUT TAKING TERRIBLE AND IRREVERSIBLE RISKS PRECISELY BECAUSE THE FIRST
TWO SKILLS, ‘CHOOSE THE IF AND WHAT’ AND ‘MASTER MY STORIES’, TAKE PLACE IN
THE CONFINES AND SAFETY OF YOUR OWN HEAD. BY STEPPING UP TO PROBLEMS
THAT SHOULD BE HANDLED AND PICKING THE RIGHT ONE, YOU ENSURE YOUR
EFFORT IS WORTHWHILE. BY DOING YOUR BEST TO KEEP YOUR EMOTIONS UNDER
CONTROL, YOU TAKE AN IMPORTANT STEP TOWARD ACTING RATIONALLY AND
REDUCING RESISTANCE AND DEFENSIVENESS. THESE ACTIONS, TAKEN BEFORE A
SINGLE WORD IS SPOKEN, KEEP YOU FROM CHARGING IN AND RUINING THE
CONVERSATION WITH YOUR FIRST SENTENCE. IN EFFECT, THEY DOUBLE YOUR
CHANCES OF SUCCESS.
IF YOU ARE CONFRONTING A POWERFUL AND SELFISH OR DEFENSIVE PERSON, I
SUGGEST WHAT YOU NEED IS NOT MORE POWER AND MORE EMPATHY. IF YOU CAN
STEP AWAY FROM YOURSELF AND CONSIDER HOW THE PROBLEM BEHAVIOUR IS
AFFECTING THE OTHER PERSON AS WELL AS HOW IT’S AFFECTING YOU, YOU WILL
HAVE A GREATER CAPACITY TO PRODUCE BETTER OUTCOMES FOR BOTH OF YOU.
SUBTLE, BORDERLINE BEHAVIOUR, WHERE SOMEONE IS NOT BAD ENOUGH TO BE
CALLED INCOMPETENT BUT YOU STILL WORRY ABOUT THEIR WORK, IS
PARTICULARLY DIFFICULT TO CONFRONT. THE KEYS ARE:
(1) CAREFUL RESEARCH TO COLLECT DATA FROM THE MARGINAL PERFORMER ABOUT
THEIR FRUSTRATIONS, CONCERNS AND ASPIRATIONS; (2) GATHERING FACTS FROM
MEMORY AND OBSERVATION THAT WILL ALLOW YOU TO DESCRIBE IN ILLUMINATING

DETAIL THE DIFFERENCE BETWEEN MEDIOCRITY AND EXCELLENCE AND (3)
CONNECTIONS SHOWING THE OTHER PERSON HOW THE CHANGES YOU ARE
RECOMMENDING LINK TO THEIR OWN GOALS.
THERE IS ALSO ADVISE HERE FOR PARTNERS AND SPOUSES WHERE ONE PERSON
WANTS TO WORK THROUGH A PROBLEM IN THE RELATIONSHIP AND THE OTHER
PERSON TRIES TO ESCAPE TALKING ABOUT IT. IF EVER THERE WAS A PATTERN THAT
NEEDS TO BE CONFRONTED.
NONE OF THE SKILLS DESCRIBED IN MY BOOK ARE ALIEN AND THAT MANY PEOPLE
ON THEIR BEST DAYS DO MUCH OF WHAT EVERY ‘INTERPERSONALLY SMART’ PERSON
DOES. YOU DON’T HAVE TO CHANGE EVERYTHING, JUST RESHAPE A FEW OF YOUR
THOUGHTS AND ALTER A FEW OF YOUR ACTIONS. TO MAKE THIS ‘TWEAKING OF
THOUGHTS AND WORDS’ EASIER, I SUGGEST STUDYING THE BOOK IN PAIRS. THIS
INVOLVES WORKING WITH A PARTNER TO DEVELOP GOALS, PRACTISE TOGETHER
AND SUPPORT EACH OTHER AS YOU STEP UP TO MIND CONTROL SYSTEM.
THE CONSEQUENCES OF NOT FACING UP TO CONFRONTATIONS CAN BE
CATASTROPHIC. ONE OF THE ANECDOTES CONCERNS A MAN WHO CHECKED INTO A
MEDICAL CLINIC FOR A SIMPLE EARACHE. HE WAS WIDE-AWAKE AS HE WAS
PREPARED FOR SURGERY. EVEN WHEN THEY STARTED TO SHAVE HIM IN A PLACE
THAT WAS FAR-REMOVED FROM HIS EAR, THE MAN DIDN’T DARE TO CHALLENGE THE
DOCTORS. HE WALKED OUT WITH A VASECTOMY.
WHAT DOES SUCCESS MEAN TO YOU?
THIS CAN BE A DIFFICULT QUESTION BECAUSE WE OFTEN LOOK TO OTHERS AS
EXAMPLES. WE SEE THE JONESES DOWN THE STREET WITH A BEAUTIFUL HOME, A
SWIMMING POOL AND A NEW CAR. BY THE LOOKS OF THINGS WE MIGHT CONSIDER
THE JONESES SUCCESSFUL, SINCE MOST PEOPLE TEND TO BASE SUCCESS ON
MATERIAL POSSESSIONS.
BUT ARE THEY, OR IS IT JUST A FRONT TO TRY TO IMPRESS THE NEIGHBOURHOOD?
FOR ALL WE KNOW THEY COULD HATE WHAT THEY ARE DOING, THEY COULD BE
HEAVILY IN DEBT AND NOT VERY HAPPY. SO WHY DO WE JUDGE PEOPLE BY THEIR
EXTERNAL APPEARANCES AND MATERIAL POSSESSIONS AND COMPARE OURSELVES
WITH THEIR APPARENT SUCCESS? IS THAT WHAT SUCCESS IS ALL ABOUT?
SUCCESS MEANS DIFFERENT THINGS TO DIFFERENT PEOPLE. THE REALITY IS,
SUCCESS MEANS WHATEVER YOU WANT IT TO MEAN FOR YOU. DON’T COMPARE

YOURSELF WITH OTHERS AND WHAT THEY THINK SUCCESS MEANS. BELIEVE IT OR
NOT, YOU ARE ALREADY SUCCESSFUL IN MANY DIFFERENT WAYS. YOU JUST HAVEN’T
TAKEN THE TIME TO REALISE IT YET.
I AM SURE THAT YOU HAVE SUCCEEDED IN ACCOMPLISHING MANY OF THE THINGS
THAT YOU DESIRED IN LIFE LEARNING TO RIDE A BIKE, LEARNING TO READ AND
WRITE, GRADUATING, BUYING A CAR OR A HOME, FINDING THE RIGHT PERSON AND
GETTING MARRIED, HAVING CHILDREN, AND SO ON. THESE ARE ALL DESIRES, OR
GOALS, THAT YOU HAVE ACCOMPLISHED. YOU HAVE SUCCEEDED SO FAR IN YOUR
LIFE, HAVEN’T YOU?
LOOK BACK AGAIN AT THE TWO DIFFERENT WAYS WE HAVE LOOKED AT SUCCESS. IN
THE FIRST PARAGRAPH WE LOOKED AT SUCCESS FROM AN EXTERNAL POINT OF VIEW
WE COMPARED OURSELVES TO OTHERS. IN THE SECOND PARAGRAPH WE
CONSIDERED SUCCESS FROM AN INTERNAL POINT OF VIEW A VIEW OF OUR DESIRES
IN LIFE AND THEY DON’T HAVE TO BE MONEY, POWER OR MATERIAL THINGS. YOUR
DESIRE COULD BE FOR A LIFESTYLE, EDUCATION, CAREER, MARRIAGE OR ANYTHING
THAT YOU WANT TO HAVE, BE OR DO.
SUCCESS IS THE PROGRESSIVE ACCOMPLISHMENT OF A WORTHY GOAL OR IDEA. IF
THERE IS SOMETHING YOU WANT TO HAVE, BE OR DO AND YOU MOVE FORWARD TO
ACCOMPLISHING THAT DESIRE, YOU SUCCEED. SUCCESS IS NOT JUST ABOUT
MATERIAL THINGS, IT’S ABOUT YOU. SUCCESS IS NOT ABOUT HOW SOCIETY SEES
YOU, IT’S ABOUT HOW YOU SEE YOURSELF.
WHY DO YOU GO TO WORK?
WHAT'S YOUR ANSWER, MONEY? QUESTION THAT ANSWER. MONEY TO DO WHAT?
HAVE A CERTAIN LIFESTYLE? QUESTION THAT ANSWER AND KEEP QUESTIONING
YOUR ANSWERS AND YOU WILL SOON REALISE THAT THE REAL REASON YOU GO TO
WORK IS TO REALISE A DREAM. WE ALL HAVE DIFFERENT DREAMS AND WORK IS A
STEPPING STONE TO HELPING US GET WHAT WE WANT, WHAT WE WANT TO BE OR
WHERE WE WANT TO GO. THE PROBLEM IS, DO YOU KNOW WHERE YOU WANT TO BE
OR GO IN THE NEXT 3, 5, 10 OR MORE YEARS? NEED HELP IN THAT AREA THEN ORDER
THE BOOK " THE MIND CONTROL SYSTEM" NOW!
THAT IS WHAT MOTIVATION IS ALL ABOUT, DESIRES AND EXPECTING TO MAKE YOUR
DREAMS A REALITY. IF YOU KNOW WHERE YOU WANT TO GO, YOU WOULD REALISE
HOW YOUR JOB IS HELPING YOU. IF NOT, MAYBE YOU SHOULD CONSIDER OTHER

WORK. IF IT IS, YOU ARE PROBABLY NATURALLY MOTIVATED AND EXCITED ABOUT
DOING WHAT YOU ARE DOING.
MOTIVATION IS A DESIRE HELD IN THE EXPECTATION THAT IT WILL BE
ACCOMPLISHED. IT ALL STARTS WITH THE DESIRE, HAVING A PASSION FOR
SOMETHING. WITHOUT DESIRE, YOU CANNOT BE MOTIVATED. ONCE THE DESIRE HAS
SET IN, YOU MUST SEE, HEAR AND FEEL YOUR DREAM BE ABLE TO VISUALISE IT IN
DETAIL AS IF IT ALREADY EXISTS. THIS IS THE ONLY TRUE FORM OF MOTIVATION
BECAUSE IT COMES WITHIN YOU.
MOTIVATION IS A “MOTIVE FOR ACTION”. WE ARE MOTIVATED TOWARD IMAGES OF
SUCCESS, WHICH WE EXPECT TO PROVIDE US WITH PLEASURE AND GAIN. AT THE
SAME TIME, WE ARE MOTIVATED TO AVOID FAILURE, PAIN AND LOSS. IF WE KEEP
IMAGES OF SUCCESS, PLEASURE AND GAIN IN OUR MIND, WE WILL BE MOTIVATED
TOWARDS THEM. HOWEVER, IF WE KEEP IMAGES OF FAILURE, PAIN AND LOSS
FOREMOST IN OUR MIND, WE WILL BE MOTIVATED MERELY TO STAY AWAY FROM
THEM OR JUST NOT MOTIVATED AT ALL.
UNFORTUNATELY, SO MANY PEOPLE WASTE THEIR TIME ON THE LATTER AND ARE
NOT SELF-MOTIVATED AT ALL. THEY RELY ON EXTERNAL MOTIVATORS, LIKE LOTTERY
TICKETS AND INCENTIVES.
THESE MANY FORMS OF EXTERNAL MOTIVATORS HAVE A PROBLEM, THEIR EFFECT
DOESN’T LAST. AS SOON AS YOU ACQUIRE AN INCENTIVE, YOU WILL WANT A BIGGER
AND BETTER ONE. AS SOON AS YOU FACE UP TO A THREAT, THE THREAT WILL NO
LONGER STOP YOU. THE ONLY TRUE FORM OF MOTIVATION COMES FROM WITHIN
YOU FOR YOU.
MOTIVATION IS THE ABILITY TO SEE IN THE PRESENT, A PROJECTION OF THE
FUTURE THAT YOU WANT FOR YOURSELF. BUT THE PROCESS DOES NOT END THERE.
YOU HAVE TO TAKE YOUR DESIRE AND PUT IT INTO MOTION BY DEVELOPING A PLAN
FOR ITS ACHIEVEMENT. MOVE STEADILY TOWARDS THAT VISION, DAY BY DAY.
CREATING YOUR FUTURE, ONE STEP AT A TIME.”
WHAT DOES BELIEF HAVE TO DO WITH YOUR SALES SUCCESS?
YOU HAVE GOT TO KNOW THE MOST IMPORTANT PERSON IN THE WORLD AND HOW
YOU ARE AT THE CENTRE OF THE TARGET. BELIEF IN YOURSELF IS A MUST, AS NO
ONE ELSE WILL BELIEVE IN YOU, IF YOU FIRST DON’T BELIEVE IN YOURSELF. BUT
THEN THERE ARE OTHER COMPONENTS THAT YOU ALSO HAVE TO BELIEVE IN WHEN

YOU ARE IN SALES. THE NEXT RING ON THE TARGET IS YOUR ATTITUDE AND YOUR
LEVEL OF BELIEF TOWARDS YOUR ORGANISATION.
YOU MAY FEEL REAL GOOD ABOUT YOURSELF AND KNOW THAT YOU ARE THE BEST
PERSON FOR THE SALES JOB YOU HOLD, BUT FOR SOME REASON, YOU DON’T FULLY
BELIEVE IN YOUR ORGANISATION, PRODUCT OR SERVICE OR THE TEAM YOU WORK
WITH. YOU KNOW, AS WELL AS I DO, THAT YOUR ATTITUDE AND LEVEL OF BELIEF
WILL BE TRANSPARENT TO THE CLIENT AND THAT A SALE WILL NOT TAKE PLACE
BECAUSE OF IT. IN TURN YOU MAY EXTERNALISE AND BLAME THE ORGANISATION
FOR A POOR PRODUCT OR SERVICE, POOR DELIVERY TIMES OR SERVICE. YET, WHO IS
THE REAL PROBLEM HERE?
NOT ONLY DO YOU NEED A STRONG BELIEF SYSTEM IN PLACE FOR YOURSELF, YOU
NEED ONE FOR THE ORGANISATION, IT’S PRODUCTS AND SERVICES AND THE TEAM
THAT YOU REPRESENT. IF ONE ELEMENT IS NOT STRONG, YOU WILL LOOSE THE SALE.
SO, HOW DO YOU DEAL WITH THIS PROBLEM?
WELL, THERE ARE TWO WAYS. ONE IS TO COMMUNICATE AND SOLVE THE PROBLEM
OR UNDERSTAND THE CIRCUMSTANCES SURROUNDING THE PROBLEM SUCH THAT
YOU BELIEF SYSTEM HAS IMPROVED. THE OTHER IS TO LEAVE THE ORGANISATION
AND FIND ONE THAT YOU DO BELIEVE IN STRONGLY.
IMAGINE AN ORGANISATION TRYING TO GROW WITHOUT EVERYONE ROWING IN THE
SAME DIRECTION. SALES PEOPLE ARE THE FRONT LINE IN MOST ORGANISATIONS.
SALES PEOPLE USUALLY KNOW THE MOST ABOUT THE ORGANISATION THEY
REPRESENT AND THEIR PRODUCTS AND SERVICES. THEY ALSO KNOW THE MOST
ABOUT THE ORGANISATIONS CLIENTS AND POTENTIAL PROSPECTS. IF SALES PEOPLE
ARE NOT FULLY COMFORTABLE WITH WHAT AND WHO THEY ARE REPRESENTING,
THEY CAN DO MORE HARM THAN GOOD.
“NETWORKING TIPS”
HAVE YOU EVER ASKED YOURSELF: “IF I COULD GO BACK AND CHANGE ANYTHING IN
MY LIFE, WHAT WOULD I DO DIFFERENTLY?” “IF I ONLY KNEW THEN WHAT I KNOW
NOW: WELL, YOUR ONCE-IN-A- LIFETIME CHANCE TO GET IT RIGHT” I HAVE
COLLECTED A GENTLE YET POWERFUL STORIES FROM MANY PEOPLE WHO TALK
ABOUT HOW TO GET IT “RIGHT” .
CROSS SELLING WITHIN AN ORGANISATION AND ASKING FOR REFERRALS ARE
EXTREMELY POWERFUL WAYS TO BUILD YOUR SALES FUNNEL. HAVE YOU

IMPLEMENTED THESE INTO YOUR SALES SYSTEM YET? REMEMBER ALL YOU NEED TO
DO IS ASK. THERE IS A 50/50 CHANCE OF GETTING THE ANSWER YOU WANT.
NETWORKING IS ALSO A FANTASTIC WAY TO GROW YOUR CLIENT BASE.
NETWORKING IS A RECIPROCAL PROCESS. IT IS MUTUALLY BENEFICIAL WHERE WE
GIVE AND RECEIVE. WE SHARE IDEAS, INFORMATION, LEADS, REFERRALS AND
SUPPORT OTHERS WITH ENTHUSIASM. IT IS A GREAT WAY TO MEET PEOPLE WHO
MAY HAVE A NEED FOR YOUR PRODUCTS AND SERVICES. OFTEN, YOU CAN OBTAIN
REFERRALS FROM LIKE-MINDED INDIVIDUALS WHO ARE HAPPY TO INTRODUCE YOU
TO THEIR NETWORK OR REFER YOU TO THOSE THEY KNOW AND MEET. THIS IS WHY I
STRONGLY SUGGEST YOU GET COMFORTABLE ASKING FOR REFERRALS.
TO BE EFFECTIVE AT NETWORKING INVOLVES A POSITIVE ATTITUDE, STRATEGY AND
EXCEPTIONAL COMMUNICATION SKILLS. FOLLOWING ARE SOME NETWORKING TIPS:
FIND NETWORKING GROUPS, ORGANISATIONS OR ASSOCIATIONS THAT FIT YOUR
TARGET MARKET.
BE PREPARED! KNOW WHY YOU ARE ATTENDING THE EVENT, BOTH PERSONALLY AND
PROFESSIONALLY. WHO DO YOU WANT TO MEET? HOW MANY QUALIFIED PEOPLE DO
YOU WANT TO BEGIN A RELATIONSHIP WITH? WHAT DO YOU WANT TO LEARN?
IF YOU HAVE PROFILED YOUR DATABASE, YOU KNOW WHAT A QUALIFIED LEAD IS
FOR YOU.
KNOW WHAT QUESTIONS TO ASK IN ORDER TO QUALIFY EACH INDIVIDUAL YOU
MEET.
LISTEN WITH INTENT AND SINCERE INTEREST.
HAVE A PLEASANTRY PREPARED; WHETHER IT BE REGARDING THE CHARITY, THE
FOOD, THE SPEAKER, THE TRADESHOW. SOMETHING THAT YOU BELIEVE IS WARM
AND FRIENDLY REGARDING THE EVENT.
HAVE A TAILORED INTRODUCTION; WHAT YOU SAY ABOUT YOURSELF SHOULD BE
CUSTOMISED TO THE EVENT.
AT A BUSINESS EVENT, ENSURE YOU HAVE A COMPELLING INTRODUCTION THAT
INCLUDES THE FOLLOWING:
YOUR NAME

COMPANY NAME
BRAND - WHAT BENEFITS OR RESULTS YOU BRING TO YOUR CLIENTS
BRAND PROMISE - HOW YOU DELIVER ON THAT PROMISE
BE SURE YOU SPEAK LOUD AND CLEAR, WITH ENERGY AND ENTHUSIASM.
ALWAYS BE AWARE OF YOUR MANNERS AND YOUR NON-VERBAL COMMUNICATION.
RECOGNISE AND RELATE TO EVERYONE YOU TALK TO.
WHEN YOU EXCHANGE NAME CARDS, ENSURE YOU WRITE A LITTLE NOTE TO
YOURSELF ON THE BACK OF THEIR CARD. IT COULD BE SOMETHING ABOUT THE
PERSON, THEIR COMPANY, YOUR CONVERSATION AND WHY YOU NEED TO FOLLOW
UP.
YOU ABSOLUTELY MUST FOLLOW UP WITH QUALIFIED LEADS. I CANNOT STRESS
ENOUGH JUST HOW IMPORTANT IT IS TO DEVELOP AND FINELY HONE YOUR FOLLOW
UP SKILLS. CREATE A SYSTEM TO MANAGE, TRACK AND MAXIMISE YOUR
NETWORKING EFFORTS. WRITE OUT A BRIEF NOTE TO THOSE YOU EXCHANGED
CARDS WITH. THE IMPACT IS PHENOMENAL AND ALL YOU HAVE TO WRITE IS: “IT
WAS GREAT TO MEET YOU AT ABC EVENT, I LOOK FORWARD TO LEARNING MORE
ABOUT YOUR EXPERTISE SO I MAY USE YOU AS A RESOURCE OR REFER SOMEONE TO
YOU IN THE NEAR FUTURE. DO NOT USE EMAIL FOR FOLLOW UP, UNLESS PEOPLE LIVE
IN OTHER CITIES. IF YOU RECEIVE A LEAD, IDEA, REFERRAL OR SOMEONE SPENDS
THEIR VALUABLE TIME SHARING THEIR EXPERTISE WITH YOU, DEMONSTRATE
GRATITUDE. YOU CAN DO THIS BY VERBALISING YOUR APPRECIATION OR BY
SENDING A THANK YOU CARD, A GIFT, FLOWERS OR FOR THE LADIES OUT THERE…
CHOCOLATE IS ALWAYS A HIT! MY FAVOURITE.
NETWORKING IS AN ART. LEARN IT. FORMAL RESEARCH FINDINGS HAVE SHOWN US
THAT THE ABILITY TO CONVERSE AND COMMUNICATE IS A KEY FACTOR IN SUCCESS.
A SURVEY OF MANAGERS SPONSORED BY THE NATIONAL ASSOCIATION OF COLLEGES
AND EMPLOYEES RATED "ORAL COMMUNICATION SKILLS" AS THE MOST IMPORTANT.
REMEMBER, NETWORKING IS A RECIPROCAL PROCESS. IT SHOULD BE DONE WITH A
SPIRIT OF SHARING. WHEN NETWORKING IS A PART OF YOUR LIFESTYLE IT
INCREASES YOUR POWER, POSITION AND INFLUENCE AFFECTING YOUR OVERALL
QUALITY OF LIFE. ALWAYS NETWORK WITH A PURPOSE IN MIND! CREATE SOLID
BUSINESS RELATIONSHIPS AND PERSONAL FRIENDSHIPS AND WATCH YOUR SALES
FUNNEL AND DATABASE FILL UP WITH EASE.
HOW TO USE THE POWER OF 'PRIORITY' TO MAKE THIS YEAR THE BEST EVER!
IT'S A FACT…

JUST BECAUSE YOU WORK EFFICIENTLY, DOESN'T MEAN YOU WORK EFFECTIVELY.
THE DIFFERENCE? EFFICIENT WORK IS DOING THINGS RIGHT. EFFECTIVE WORK IS
DOING THE RIGHT THINGS RIGHT. SURE, YOUR PROJECTS ARE COMPLETED. BUT DID
YOU DO THEM IN AN ORDER THAT HELPS YOU REACH YOUR GOALS THE FASTEST WAY
POSSIBLE? THE SECRET IS PRIORITIZING. IT’S THAT SIMPLE. AND HERE'S HOW TO
HARNESS ITS POWER:
APPLY THE "3-LEVEL" MODEL
CATEGORISE ALL NEW PROJECTS INTO THESE 3 CATEGORIES AND ACT ON THEM
ACCORDINGLY:
LEVEL 1: SOLUTION OR ACTION OBVIOUS
LEVEL 2: REQUIRES FURTHER STUDY AND DISCUSSION
LEVEL 3: BEYOND YOUR SCOPE TO ACCOMPLISH ALONE.
PRACTICE YOUR ABC'S!
ONCE YOU IDENTIFY THE ACTIONS, MAKE "TO-DO" LISTS THAT COVER ALL YOUR
COMMITMENTS BOTH AT HOME AND AT WORK. RANK EACH TASK BY ITS IMPORTANCE.
FOR INSTANCE, WRITE "A’S NEXT TO IMPORTANT AND URGENT ITEMS WITH THE
BIGGEST PAY-OFF AND "B’S NEXT TO IMPORTANT, BUT NOT URGENT ITEMS. C'S? SEE
#3 BELOW...
ASK AND ELIMINATE!
ASK YOURSELF, "WHAT WILL HAPPEN IF I DON'T DO THIS NOW? OR NOT AT ALL?"
MANY NOT-IMPORTANT AND NOT-URGENT TASKS CAN BE POSTPONED OR
COMPLETELY ELIMINATED WITH FEW REPERCUSSIONS. QUESTION EVERYTHING YOU
DO AND THE WAY YOU DO IT. CONTINUALLY ASK YOURSELF, "HOW CAN I DO THIS
BETTER, FASTER, EASIER?" YOU WON'T BELIEVE THE TIME YOU'LL SAVE!
DELEGATE!
WHAT COULD YOU STOP DOING OR DO LESS OFTEN? WHAT COULD YOU ASK FOR HELP
WITH? WHAT COULD YOU COMBINE AND SAVE TIME? DO YOU WORK AT HOME?
PAYING A CLEANING SERVICE MIGHT MAKE GREAT FINANCIAL SENSE IF YOU COULD
USE THE EXTRA TIME FINDING JUST ONE NEW CUSTOMER!

FREE UP SOME TIME!
DON'T PACK EVERY MINUTE WITH TASKS! LEAVE SOME OF YOUR SCHEDULE OPEN FOR
THE UNEXPECTED. EFFECTIVE PLANNING INCLUDES BEING FLEXIBLE ENOUGH TO
CHANGE WHEN CIRCUMSTANCES REQUIRE. YOU DON'T WANT YOUR LIFE TO BE SO
TIGHTLY SCHEDULED THAT IF YOU NEED TO MAKE A CHANGE IT CREATES A DOMINO
EFFECT THAT RUINS THE REST OF THE DAY'S PLANS.
10 BEST WAYS TO MAKE (AND KEEP) BEHAVIOUR CHANGES.
OF COURSE, MANY PEOPLE MAKE BEHAVIOUR CHANGE BUT HOW MANY OF THEM
ACTUALLY KEEP THEM? ACCORDING TO ONE STUDY, 23% OF CHANGES FADE AWAY
WITHIN THE FIRST 7 DAYS. BUT DON'T LET THAT STOP YOU! THE FOLLOWING ARE 10
OF OUR MOST EFFECTIVE WAYS TO NOT ONLY CREATE CHANGES, BUT ALSO HELP YOU
TURN THEM INTO REALITY.
1) FIRST, TAKE THIS SIMPLE TEST TO FIND OUT JUST HOW SERIOUS YOU ARE ABOUT
REACHING YOUR GOALS. IF YOU CAN'T GET PAST THIS FIRST STEP, DON'T JUST GO
THROUGH THE MOTIONS BECAUSE YOU'RE "SUPPOSED TO" MAKE CHANGES FOR
BEHAVIOUR, YOU'RE LIKELY TO FAIL. INSTEAD, STOP AND ASK YOURSELF, "WHAT
GOAL IS WORTHY OF MY TIME AND EFFORT AND WOULD BE EXCITING AND
MOTIVATING FOR ME TO WORK TOWARD?"
NEXT, SCHEDULE A 15-MINUTE APPOINTMENT WITH YOURSELF AND ANSWER THESE
4 FOUNDATIONAL QUESTIONS:
A) "WHICH OF MY GOALS DID I ACCOMPLISH IN 2005?" (YOU DID HAVE GOALS,
DIDN'T YOU?)
B) "COULD I (OR SHOULD I) HAVE DONE MORE? IF SO, WHY DIDN'T I?" (NOW’S NOT
THE TIME TO BE EASY ON YOURSELF)
C) "HAVE I SET SPECIFIC, MEASURABLE GOALS FOR 2006? IF NOT, BY WHAT DATE
WILL I DO SO?"
D) "HOW WILL I APPLY WHAT I LEARNED LAST YEAR INTO 2005 TO MAKE THE
BIGGEST DIFFERENCE IN MY LIFE?"
FACT IS, MOST PEOPLE WON'T ANSWER THESE QUESTIONS. WHY? HUMAN INERTIA:
THAT POWERFUL, LIFE-WASTING FORCE THAT STOPS MANY OF US FROM REALISING
OUR LIFE'S POTENTIAL. SO HOW DO YOU BREAK THROUGH? TAKE BABY STEPS!
HERE'S HOW...

STEP 1: RIGHT NOW, CUT AND PASTE THE 4 QUESTIONS ABOVE INTO AN EMPTY
DOCUMENT. CONGRATULATIONS, YOU'VE ACCOMPLISHED STEP 1.
STEP 2: SCHEDULE 15 MINUTES RIGHT NOW WHEN YOU'LL TYPE YOUR ANSWERS TO
THOSE QUESTIONS IN THAT SAME DOCUMENT.
THE MERE ACT OF TAKING STEP 1 CAN HELP PUSH YOU PAST THE HUMAN INERTIA
THAT MAY HAVE BEEN SHACKLING YOU IN YEARS PAST. IT'S A SIMPLE TECHNIQUE
CALLED "CHUNKING DOWN," OR "SWISS CHEESING” REDUCING TASKS INTO BITE-
SIZED, MANAGEABLE PIECES. TAKING STEP 2 PUTS A PROCESS IN PLACE THAT HELPS
KEEP YOU MOVING FORWARD. MAKE SURE EVERY ACTION PLAN ENDS WITH A STEP
THAT REQUIRES FURTHER ACTION!
NOW, FOLLOW THESE TIME-TESTED WAYS TO KEEP THE MOMENTUM GOING...
2) RESTRUCTURE! MOST CHANGES DON'T WORK BECAUSE THEY'RE NO MORE THAN
WISHFUL THINKING FLUFF AND NO MORE. FIRST, CHANGE THE VERBAL STRUCTURE
OF YOUR CHANGES: DON'T SAY, "I'LL GO TO THE GYM AND LOSE WEIGHT." INSTEAD
SAY, "I'LL JOIN THE GYM TOMORROW AT NOON… EXERCISE THREE TIMES A WEEK...
LOSE 20 POUNDS... AND ONCE AGAIN FIT INTO THESE OLD JEANS." ASSIGNING
DATES AND NUMBERS GIVES YOUR GOALS SUBSTANCE, MAKING THEM REAL AND
REACHABLE.
3) SIMPLIFY! THE QUEEN MARY WEIGHS OVER 81,000 TONS NEARLY 35,000 TONS
HEAVIER THAN THE TITANIC. YET THE RUDDER THE PART THAT ULTIMATELY
DETERMINES THE DIRECTION IN WHICH THE ENTIRE MASSIVE SHIP MOVES WEIGHS
"JUST" 140 TONS. COMPARED TO THE REST OF THE SHIP, THE RUDDER IS SMALL! BUT
TO EVERYONE ON BOARD, IT'S THE MOST IMPORTANT PART OF ALL. ASK YOURSELF,
"WHAT IS THE ‘RUDDER' OF MY CHANGES? WHAT'S THAT ONE THING THAT MAKES
ALL THE DIFFERENCE?"
FOR EXAMPLE, LET'S SAY YOU WANT TO WRITE A BOOK CONTAINING THE WORLD'S
BEST CHOCOLATE RECIPES. (YUM!) A MILLION THINGS NEED TO BE DONE TO MAKE IT
HAPPEN, INCLUDING RESEARCH... LEARNING TO WRITE A QUERY LETTER... DECIDING
WHETHER OR NOT TO HIRE A LITERARY AGENT... DETERMINING WHICH PUBLISHERS
MIGHT BE MOST INTERESTED... LEARNING HOW TO FORMAT YOUR MANUSCRIPT...
HOW TO GET PUBLICITY FOR YOUR FINISHED BOOK TO DRIVE BUYERS TO
BOOKSTORES AND MUCH MORE. OVERWHELMING, ISN'T IT?

INSTEAD, FIND THE "RUDDER" AND SIMPLIFY! IN THIS EXAMPLE, THAT ALL-
IMPORTANT "RUDDER" IS THE VERY ACT OF SITTING DOWN AT YOUR COMPUTER AND
STARTING TO WRITE! SAY, "I WILL SIT DOWN EVERY DAY FOR AT LEAST 30 MINUTES
AND WRITE AT LEAST 500 WORDS." TYPE SOME TOPIC IDEAS. WRITE THE FIRST
SENTENCE... FIRST PARAGRAPH... FIRST PAGE... WHATEVER! IT'S GETTING YOURSELF
WRITING THAT WILL ULTIMATELY PRODUCE A FINISHED BOOK WITH YOUR NAME ON
EVERY PAGE!
4) FOCUS ON YOUR VISION. THE REST OF YOUR LIFE WILL BE SHAPED BY YOUR
CURRENT VISION OF YOUR FUTURE. ESTABLISH A POWERFUL PICTURE OF HOW YOU
WANT TO THINK, FEEL, ACT, AND LIVE THREE YEARS FROM NOW. CONSTANTLY REFER
TO THIS VISION TO GUIDE ALL YOUR DECISIONS, GOALS, ACTIONS, AND
COMMUNICATIONS. THIS PUTS YOU IN THE DRIVER'S SEAT.
5) RECOGNISE THE VALUE OF REST. JUST AS YOU CAN'T START A CAR WITH A DEAD
BATTERY, YOU ALSO CAN'T THINK CREATIVELY WITH AN EXHAUSTED MIND AND
BODY. A TIRED BODY'S INSTINCTIVE GOAL IS RELAXATION AND SLEEP. EVERYTHING
ELSE, BESIDES SURVIVAL ITSELF, IS SECONDARY. LISTEN TO YOUR BODY GIVE IT
THE REST (AND PLAY) IT NEEDS TO RECHARGE ITSELF THEN DIVE BACK INTO YOUR
WORK REFRESHED. YOU'LL GET MORE DONE IN LESS TIME AND HAVE MORE FUN, TOO.
6) CLEAN UP YOUR LIFE. MESSY DESKS AT WORK UNORGANISED KITCHENS AT HOME,
OVERSTUFFED GARAGES, AND LOTS OF LOOSE ENDS THAT NEED TYING. ALL THESE
THINGS PULL YOUR ATTENTION AWAY FROM YOUR GOALS, DRAIN YOUR ENERGY,
AND CHIP AWAY AT YOUR SELF-ESTEEM. MAKE A LIST OF WHAT NEEDS "CLEAN-UP."
DO AT LEAST ONE EACH DAY, IF FOR NO OTHER REASON THAN TO HAVE A WEEKEND
THAT'S YOURS TO SPEND AS FRIVOLOUSLY AS YOU WISH!
7) DELEGATE AND WIN. YOU CAN'T DO IT ALL YOURSELF. ADMIT IT. EVEN IF YOU
COULD, OTHERS MAY BE ABLE TO DO IT BETTER, WHICH ULTIMATELY BENEFITS YOU.
DON'T BE AFRAID TO "BUY IT DONE." STOP LETTING NAGGING TASKS SLOW YOUR
PROGRESS! IF IT'S BEEN ON YOUR TO-DO LIST FOR WEEKS, DELEGATE IT AND GET
THAT ASPECT OF THE PROJECT MOVING!
8) LEARN MORE, EARN MORE. FEEL FRUSTRATED AT WORK? PERHAPS YOU'VE GONE
AS FAR AS YOU CAN GO WITH CURRENT CAPABILITIES. IT'S TIME TO LEARN MORE,
DEVELOP NEW CAPABILITIES AND TAKE THE NEXT STEP. WHAT COULD YOU DO IN
YOUR PRESENT JOB (OR A COMPLETELY DIFFERENT ONE) IF YOU KNEW TWICE AS
MUCH AS YOU DO NOW? INTERESTING, ISN'T IT?

9) KNOW YOUR OWN STRENGTHS. YOUR FIRST QUESTION IN ANY ENDEAVOUR
SHOULDN'T BE, "WHAT CAN I DO DIFFERENTLY?" BUT "WHAT CAN I DO BETTER
USING MY PRESENT TALENTS AND ABILITIES?" BY FOCUSING FIRST ON WHAT YOU
DO BEST, YOU PLAN FROM A POSITION OF STRENGTH AND THINK IN AREAS THAT ARE
MOST FAMILIAR TO YOU. BOTTOM LINE: YOU DON'T HAVE TO CHANGE EVERYTHING!
YOU SIMPLY HAVE TO CHANNEL YOUR STRENGTHS IN OTHER DIRECTIONS.
10) TAKE CHARGE OF YOUR ATTITUDE. DO YOU START YOUR DAY IN NEUTRAL? IN
OTHER WORDS, WHEN YOU WAKE UP, IS YOUR ATTITUDE POISED TO RESPOND TO
WHATEVER SITUATIONS OCCUR TO YOU, OR DO YOU CONSCIOUSLY DETERMINE YOUR
MINDSET? EACH OF US BECOMES A VICTIM OF CIRCUMSTANCES AND OTHER PEOPLE'S
MOODS WHEN WE START IN NEUTRAL. OUR MOOD (AND THE RESULTING ENTIRE
DAY) IS THEN SHAPED BY THE PING-PONGING BACK AND FORTH BETWEEN SOME
PEOPLE'S GOOD MOODS AND OTHER'S LOUSY ONES. FORCE YOURSELF FOR JUST ONE
DAY TO SEE THE POSITIVE SIDE IN THINGS, NO MATTER HOW SMALL.
WHAT ARE YOUR BEHAVIOURS?
BEHAVIOUR IS THE MANNER IN WHICH YOU CONDUCT YOURSELF. IT IS THE WAY YOU
BEHAVE, THE WAY YOU ACT, FUNCTION OR REACT. THE 1, 2, 3’S ARE THE GOALS AND
BEHAVIOURS FROM A PERSONAL, ORGANISATIONAL, AND MARKET TARGETING
LEVEL. WITHOUT GOALS THERE IS NO REASON TO ACT, NO MOTIVATION TO TAKE
DAILY ACTIONS OR GO THE EXTRA MILE.
APPROPRIATE BEHAVIOUR DRIVES OPPORTUNITIES, AS YOU WILL LEARN TO TARGET
YOUR SALES EFFORTS. OPPORTUNITIES COME FROM SETTING GOALS, WRITTEN
S.M.A.R.T. GOALS. WHAT DO YOU WANT OUT OF LIFE OR OUT OF YOUR BUSINESS?
WHO COULD DETERMINE THIS FOR YOU AND WHO CAN MAKE IT HAPPEN? WHAT ARE
THE DAILY BEHAVIOURS THAT YOU MUST APPLY TO LIVE THE LIFE OF YOUR DREAMS?
IT IS THOSE DAILY BEHAVIOURS, AND WHEN YOU IMPLEMENT THEM, THAT WILL
MAKE A BIG DIFFERENCE IN YOUR LEVEL OF SALES SUCCESS. FOR EXAMPLE, AS
SALESPEOPLE WE NEED TO CONSTANTLY NETWORKING, CALLING ON PROSPECTS,
QUALIFYING THEM, PRESENTING, HELPING THEM BUY AND FOLLOWING UP WITH
THEM. WHEN IS THE BEST TIME TO BE CONDUCTING THESE BEHAVIOURS? ONCE YOU
IDENTIFY THESE BEHAVIOURS AND TIMES AND STICK TO THEM, WATCH YOUR TIME
MANAGEMENT SKILLS AND RESULTS IMPROVE DRAMATICALLY.
BEHAVIOUR, LIKE ATTITUDE, STARTS WITH YOU. WHAT YOU DO FOR A LIVING IS A
CHOICE YOU MADE. BUT THERE IS A REASON YOU MADE THAT CHOICE AND THAT

CHOICE GOES BEYOND MAKING MONEY. SURE MONEY HAS SOMETHING TO DO WITH
IT, BUT IT IS NOT THE MONEY THAT GETS YOU OUT OF BED IN THE MORNING, IT IS
WHAT YOU WANT TO DO WITH THE MONEY THAT KEEPS YOU MOTIVATED. IT IS THE
REALISATION OF YOUR DREAMS, AND DREAMS CAN BE REALISED WHEN YOU TAKE
THE TIME TO ORGANISE, PLAN AND PUT YOUR PLAN INTO ACTION.
IN PROFESSIONS SUCH AS OURS (SALES), CONSIDERABLE TIME IS SPENT
QUESTIONING, LISTENING, DISCOVERING AND UNDERSTANDING THE NEEDS OF
CLIENTS IN ORDER TO PROVIDE A RECOMMENDED SOLUTION OR ACTION PLAN.
IN CONTRAST, HOW MUCH TIME AND ENERGY DO YOU EXPEND DISCOVERING YOUR
OWN NEEDS AND DESIRES, AND THEN CONSCIOUSLY SETTING OBJECTIVES,
DEVELOPING ACTION PLANS WITH MEASURABLE PERFORMANCE STANDARDS, AND
FINALLY REVIEWING YOUR OWN PERFORMANCE? BY ENGAGING IN SUCH AN
EXERCISE, YOU WILL BE DOING SOMETHING ABOUT YOUR LIFE. YOU WILL BE GOING
TO WORK ON YOURSELF, FOR YOURSELF.
YOU HAVE THE RIGHT TO LIKE YOURSELF AS YOU ARE.
WE ALL CAME INTO THIS WORLD AS MIRACLES. WE GOT EXPOSED TO FAMILY,
RELIGION, EDUCATION, POLITICS, ETC. AND OVER TIME WE HAVE INTERNALISED
MANY EXTERNAL MESSAGES. WE HAVE CREATED OUR OWN BARRIERS, FEARS AND
LIMITATIONS AND CONSEQUENTLY WE HAVE BECOME WHO WE ARE TODAY. AT TIMES
WE HAVE WE BEEN OUR OWN WORST ENEMY. NOW IT IS TIME TO REVIEW OUR
BELIEFS ABOUT US.
WHEN I WAS YOUNG I WAS TOLD I WAS SMART. HAVING HEARD IT MANY TIMES, I
STARTED TO BELIEVE I WAS SMART. IT GAVE ME CONFIDENCE, SELF-ESTEEM AND
SELF-RESPECT. HOWEVER, LIFE IS ABOUT BALANCE. I BECAME FAT AS A TEENAGER.
THE PEOPLE I CARED ABOUT TOLD ME I WAS FAT. I BECAME EXTREMELY SHY. I
AVOIDED PEOPLE. I FOUND IT DIFFICULT TO LOOK AT MYSELF IN THE MIRROR. I
LOST MY SELF-ESTEEM, MY SELF-RESPECT AND CONFIDENCE AND HENCE MY TEENAGE
YEARS.
IT WASN'T UNTIL LATER THAT I DECIDED TO LOOK INTO THE MIRROR AND BEYOND
THE LAYER OF SKIN THAT EVERYONE JUDGES US BY. I CAME TO A GREAT
REALISATION. IF I DID NOT LOOK INTO THE MIRROR I WOULD NOT SEE MYSELF FAT.
THEREFORE, IF I DON'T SEE IT, IT IS NOT MY PROBLEM, BUT THE PROBLEM OF THOSE
WHO LOOK AT ME. THAT DAY, I MADE A DECISION TO LIVE MY LIFE FROM THE INSIDE
OUT. YES, I WAS FAT, BUT I LIKED THE ME INSIDE. AS I REALISED THIS I STARTED

TO GET OUT OF MY SHELL. IN FACT, I EVENTUALLY GAINED ENOUGH SELF-
CONFIDENCE AND SELF-ESTEEM TO LOOK AT LIFE AS A CHALLENGE.
I LIKE MYSELF AS I AM. I KNOW MYSELF, MY VALUES, MY STRENGTHS AND MY
WEAKNESSES AND MY DREAMS AND DESIRES. HOWEVER, THERE ARE THINGS ABOUT
MYSELF THAT I WANT TO CHANGE.
GETTING THE BEST R.O.T.I.
DO YOU KNOW WHERE THE BULK OF YOUR BUSINESS IS COMING FROM? CAN YOU
CLEARLY DEFINE THOSE CLIENTS? DO YOU HAVE A GOOD HANDLE ON WHO YOU
SHOULD BE TARGETING IN ON, THAT IS IF YOU WANT A MAXIMUM RETURN ON YOUR
TIME INVESTED (R.O.T.I.).
LET’S DEFINE YOUR TARGET MARKET FROM THE INSIDE OUT BY WHAT YOU ALREADY
HAVE YOUR CUSTOMERS. TAKE A LOOK AT YOUR CUSTOMER BASE. IDENTIFY THE
COMMON ELEMENTS BETWEEN ALL CUSTOMERS INDUSTRY, SIZE, LOCATION, NEEDS,
DEMOGRAPHICS, ETC.
THERE ARE AT LEAST THREE COMMON THINGS THAT YOU WILL FIND. THEY ALL HAVE
A NEED FOR YOUR PRODUCT OR SERVICE, THEY HAVE THE ABILITY TO PAY AND THEY
HAVE A DESIRE, A DESIRE TO PURCHASE FROM YOU, WHICH IS USUALLY BASED ON
SOME FORM OF PERSONAL RELATIONSHIP.
TAKE THE TIME TO IDENTIFY WHY YOU ARE IN BUSINESS, WHAT YOU WANT MOST
FROM YOUR CLIENTS AND RANK THEM AS AN A, B, OR C. IF YOU WANT REVENUE OR
PROFIT MOST FROM YOUR CLIENTS, RANK YOUR HIGHEST REVENUE OR PROFIT
CLIENTS AS AN “A”. THE NEXT LEVEL AS A “B” AND THE LOWEST LEVEL AS A “C”.
THIS SORT OF RANKING WILL IDENTIFY THE BIG HITTERS, THE 20% THAT GIVES
YOU 80% OF THE REVENUE OR PROFIT. THESE ARE YOUR MOST IMPORTANT
CUSTOMERS YOUR “A’S”. AT ONE TIME THEY WERE PROSPECTS.
NOW PAINT A PICTURE OF YOUR 20%, YOUR MOST IMPORTANT CLIENTS. WHAT
MAKES THEM DIFFERENT FROM THE REST OF YOUR CUSTOMER BASE, BESIDES
REVENUE AND PROFIT? IS IT A RELATIONSHIP, SIZE, NEED, DEMOGRAPHICS,
LOCATION, MARKET GROWTH, COMPETITION, ETC.? IDENTIFY AS MANY ELEMENTS AS
POSSIBLE THAT DIFFERENTIATE THEM FROM THE OTHERS.
NOW REFER TO THESE DIFFERENTIATING ELEMENTS AS CRITERIA. ONCE THESE
CRITERIA ARE IDENTIFIED, LET’S REFER TO THEM AS ABSOLUTE (A) CRITERIA FOR
“A” CUSTOMERS, AS THEY ARE ALSO OUR ABSOLUTE (A) CUSTOMERS. YOU

ABSOLUTELY NEED THEM TO SURVIVE. DEFINE THE ABSOLUTE CRITERIA, BASED ON
YOUR “A” CUSTOMERS, AS THE MOST IMPORTANT CRITERIA THAT A SUSPECT MUST
HAVE IN ORDER TO FIT INTO THIS CATEGORY. THAT CRITERIA MUST BE DEFINED
CLEARLY FOR YOUR “A” CUSTOMERS AND SUSPECTS.
“WHY”, YOU ASK? KNOWING THIS WILL HELP YOU IN IDENTIFYING WHERE YOU
SHOULD BE SPENDING YOUR TIME PROSPECTING IN ORDER TO GET THE BEST
RETURN ON YOUR INVESTMENT IN TIME, WHICH IS BY THE WAY, LIMITED AND
EXPENSIVE.
BEFORE WE MOVE ON, ANSWER THE FOLLOWING QUESTION TO YOURSELF: WHERE
DO YOU SPEND 80% OF YOUR TIME ON THE 20% OR THE 80% OF YOUR CUSTOMER
BASE? WHERE SHOULD YOU BE SPENDING YOUR TIME? WHERE WILL YOU GET THE
BEST RETURN ON YOUR INVESTMENT IN TIME?
YOU HAVE THE RIGHT TO CHANGE AND TO FAIL.
THIS IS A SPECIAL POWER THAT WE HAVE. WE CAN CHANGE A LOT OF THINGS IN
OUR LIVES SIMPLY BY MAKING A DECISION AND COMMITTING TO IT. TAKE A
MOMENT AND THINK ABOUT SOME OF THE THINGS THAT YOU WANT TO CHANGE IN
YOUR LIFE. HAVE YOU DONE AN ATTITUDE CHECK RECENTLY? WHAT ARE YOUR FIRST
THOUGHTS ON A RAINY MORNING? HOW DO YOU TREAT OTHERS? WHAT IS YOUR
OUTLOOK ON LIFE?
AS A TEENAGER, I CHANGED MYSELF AS I CHANGED SCHOOLS. I CHANGED A SHY ME
INTO AN OUTGOING ME. LATER IN MY TEENAGE YEARS, AS I LEARNED ABOUT THE
POWERS OF THE MIND, I CHANGED MY OUTLOOK ON LIFE FROM EXTERNAL TO
INTERNAL. IT BECAME IMPORTANT FOR ME TO REALISE MY OWN DREAMS.
WHEN I STARTED MY CAREER I CHANGED MY LANGUAGE TO BE MORE BUSINESSLIKE.
AS I CHANGED JOBS AND ACQUIRED MORE RESPONSIBILITY I IMPROVED MY WORK
HABITS. WHEN I GOT MARRIED I CHANGED, AS I HAD CHILDREN I CHANGED.
WE ARE CONSTANTLY CHANGING. WHAT WE MUST KEEP IN MIND, THOUGH, IS THAT
WE DO NOT ALWAYS CHANGE FOR THE RIGHT REASONS. WE LET CIRCUMSTANCES
CHANGE US. BUT CHANGES SHOULD BE INTERNALLY DRIVEN, NOT CIRCUMSTANCE-
DRIVEN. LOOK INSIDE AND CONSCIOUSLY CHOOSE THE CHANGES YOU WANT TO
MAKE IN YOUR LIFE.

WHEN WE MAKE A DECISION TO DO SOMETHING, WE TAKE A RISK. IT TAKES
COURAGE TO CHANGE, BECAUSE CHANGE IS NOT ALWAYS SUCCESSFUL. AND THIS IS
WHERE MANY PEOPLE GIVE IN. HOWEVER, YOU HAVE THE RIGHT TO FAIL.
WHEN SOCIETY REALISES THE GOOD THAT COMES OUT OF FAILURE AND RECOGNISES
PEOPLE FOR TRYING, THE WORLD WILL BE BETTER FOR IT. ALL SUCCESS COMES
FROM FAILURE. NO ONE IN THE WORLD HAS SUCCEEDED WITHOUT FIRST TRYING,
FAILING, LEARNING, MAKING CHANGES AND MOVING ON. ALWAYS REMEMBER THAT
YOU HAVE THE RIGHT TO FAIL; YOU NO LONGER HAVE TO MAKE EXCUSES FOR YOUR
FAILED ATTEMPTS. INSTEAD, REFLECT ON THAT FAILURE AND LEARN FROM IT. THAT
EXPERIENCE WILL PROVIDE YOU WITH BETTER JUDGEMENT FOR THE FUTURE AND
WILL EVENTUALLY LEAD YOU TO SUCCESS.
FAILURE IS PART OF MY DAILY LIFE. I DON’T ALWAYS TAKE THE TIME TO THINK
THINGS OUT. I AM A DOER; I LEARN AND MOVE FORWARD BY DOING. THIS GIVES ME
LOTS OF OPPORTUNITY TO FAIL AND TO BE CRITICISED. I HAVE EXPERIENCED SO
MUCH FAILURE IN MY LIFE THAT I AM NOW WISE BECAUSE OF IT.
I BELIEVE THAT BOTH FAILURE AND SUCCESS ARE PART OF LIFE’S BALANCE. THE
MORE YOU TRY, THE MORE YOU FAIL AND THE MORE YOU SUCCEED. IF YOU DON’T
TRY, YOU NEITHER FAIL NOR SUCCEED. REMEMBER: “THE MAN WHO NEVER MADE A
MISTAKE NEVER MADE ANYTHING.”
FAILURE IS NOT EASY TO ACCEPT. YOU NEED TO BE ABLE TO SEE THE GOOD BEHIND
EVERY EXPERIENCE IN LIFE. RATHER THAN CRITICISING YOURSELF OR OTHERS FOR
FAILURE, RECOGNISE THE EFFORT OF TRYING, THE THINGS THAT WERE DONE RIGHT
AND THE LESSONS LEARNED.
SALES COMPETENCIES FOR SUCCESS
NOW WITH A FANTASTIC ATTITUDE AND APPROPRIATE GOAL DRIVEN BEHAVIOURS,
YOU NEED TO ADD THE “C” WHICH STANDS FOR COMPETENCIES. YOU NEED THE
COMPETENCIES OF YOUR PROFESSION, AS A LAWYER OR DOCTOR NEEDS THEM FOR
THEIRS. YOU KNOW WHO AND WHERE THE TARGET IS, YOU NOW NEED TO HIT IT AND
PENETRATE IT DEEP.
THE COMPETENCIES OUTLINED ARE IN THE FORM OF A PROCESS, A STEP BY STEP
SYSTEM. A PROCESS WHICH HAS BEEN TRIED AND PROVEN, INTERNATIONALLY IN
ALL KINDS OF INDUSTRIES, FOR TANGIBLE AND INTANGIBLE GOODS AND SERVICES.

THE COMPETENCIES THAT SALESPEOPLE NEED ARE NUMEROUS BUT BOIL DOWN TO
HUMAN INTERACTION, COMMUNICATION AND RELATIONSHIP BUILDING SKILLS.
GONE ARE THE TRADITIONAL DAYS OF THE SLICK, HIT AND RUN FEATURE AND
BENEFIT DUMPS. WHY, BECAUSE EVERY BUYER HAS BEEN EDUCATED BY
SALESPEOPLE IN THE PAST AND BUYERS HAVE CREATED THEIR OWN SYSTEM TO
MAINTAIN CONTROL OVER SALESPEOPLE.
THE TIME HAS COME. NOW, IT IS A CLEAR-CUT CASE OF BEING PROFESSIONAL AND
FOLLOWING A NON-TRADITIONAL PROVEN SALES RESULTS SYSTEM. DOING THE
OPPOSITE OF WHAT YOU MAY HAVE BEEN TRAINED TO DO THAT IS IF WE WANT TO
BE DIFFERENT THAN MOST SALESPEOPLE OUT THERE. THE DIFFERENCE IS THAT YOU
WILL HAVE YOUR PROSPECTS BUY FROM YOU, RATHER THAN BEING SOLD BY YOU.
A SYSTEM THAT WILL HELP YOU TO ESTABLISH RAPPORT AND BUILD TRUST, TO
COMMUNICATE EFFECTIVELY AND TO DEVELOP AND MAINTAIN LASTING
RELATIONSHIPS. A SYSTEM THAT WILL PUT YOU IN CONTROL TO QUICKLY QUALIFY
PROSPECTS ON SEVERAL LEVELS, TO DETERMINE NEXT STEPS, TO PRESCRIBE
SOLUTIONS, TO LET THE PROSPECT OR CUSTOMER BUY WHILE RETAINING AND
DEVELOPING THE CLIENT RELATIONSHIP FOR MORE BUSINESS, REFERRALS AND
INTRODUCTIONS.
WITHOUT A SALES RESULTS SYSTEM, SALESPEOPLE ARE WORKING ON A HIT AND
MISS BASIS, WASTING TIME AND NOT GETTING THE RESULTS THEY COULD BE
GETTING. THEY BECOME A SLAVE TO THE BUYER’S SYSTEM. A PROFESSIONALLY
TRAINED SALESPERSON FOLLOWING A SALES RESULTS SYSTEM IS A VERY POWERFUL
TOOL IN ANY ORGANISATION. REMEMBER, WITHOUT SALES, THERE ARE NO
TRANSACTIONS. THAT TRANSLATES INTO NO REVENUE. WITHOUT REVENUE JOBS
AND ORGANISATIONS DON’T EXIST, NO MATTER HOW COULD THE PRODUCT OR
SERVICE IS.
YOU HAVE THE RIGHT TO BE IMPERFECT.
SOCIETY HAS PUT A LOT OF PRESSURE ON US TO PERFORM AND IMPERFECTION, LIKE
FAILURE, IS NOT POPULAR. BUT WE HAVE TO UNDERSTAND THAT NOBODY IS
PERFECT.
WE COULD STRIVE FOR THE GOAL OF PERFECTION, BUT IS IT REALISTIC? WE CAN
ONLY DO OUR BEST. WE ALL HAVE IMPERFECTIONS: PHYSICAL, MENTAL OR
SPIRITUAL. REALISE THIS IN OTHERS, TOO AND TREAT THEM WITH RESPECT.

IMAGINE THAT WE ARE ALL PERFECT. WHAT KIND OF WORLD WOULD THAT BE?
THERE WOULD BE NO OPPORTUNITIES, NO CHALLENGES; FAILURE WOULD NOT
EXIST. WOULD WE LEARN ANYTHING? DO YOU THINK WE WOULD BE HAPPIER? I
DON’T THINK SO. THANK GOD FOR THE DIFFERENCES AND IMPERFECTIONS IN EACH
OF US AND OUR GREAT OPPORTUNITIES TO LEARN.
THE RIGHT TO CHOOSE IS OUR GREATEST GIFT. WE CAN CHOOSE OUR DREAMS: TO BE
WHAT WE WANT, GO WHERE WE WANT, DO WHAT WE WANT, HAVE WHAT WE WANT
AND REACT TO CIRCUMSTANCES THE WAY WE WANT.
EACH DAY WE MAKE CHOICES, FROM THE MOMENT WE WAKE UP TO THE TIME WE
FALL ASLEEP. THERE ARE THE OBVIOUS CHOICES: WHAT TO EAT, WEAR AND DO THAT
DAY. THERE ARE ALSO THE NOT-SO-OBVIOUS CHOICES: OUR THOUGHTS, OUR
ATTITUDES AND OUR BEHAVIOURS. THESE OPTIONS ARE ALSO UNDER OUR FULL
CONTROL.
IT ALL BEGINS WITH THE CHOICES IN OUR THOUGHTS. OUR WHOLE THOUGHT
PROCESS IS UNDER OUR FULL CONTROL. WE CAN CHOOSE TO THINK OF THINGS IN A
POSITIVE LIGHT OR IN A NEGATIVE LIGHT. WE CAN CALL THE GLASS HALF EMPTY OR
HALF FULL OF WATER. WE CAN CHOOSE TO STRIVE FOR ACCOMPLISHMENT OR WE
CAN WORRY AND EXPECT FEAR AND FAILURE. WE CAN ACCEPT THAT A PROBLEM
CONTROL US OR WE CAN CHOOSE TO SEE OURSELVES IN CONTROL AND LOOK FOR
THE OPPORTUNITY HIDDEN BEHIND THE CIRCUMSTANCES. IT’S UP TO US.
WE CAN CHOOSE TO ACCEPT OR REJECT CRITICISM AND NEGATIVITY. WE CAN ALSO
CHOOSE TO ACCEPT POSITIVE STROKES OR REJECT THEM. WE HAVE CONTROL OVER
OUR THOUGHTS. OUR THOUGHTS CONTROL OUR DESTINY. OUR CHOICE TO CONTROL,
OR NOT CONTROL, OUR THOUGHTS WILL MAKE THE DIFFERENCE IN OUR ATTITUDES
AND BEHAVIOURS.
YOU HAVE SO MANY CHOICES TO MAKE IN LIFE. I ENCOURAGE YOU TO BE AWARE OF
THE CHOICES IN YOUR THOUGHT PROCESS, WHERE IT ALL BEGINS. A DESIRE IS A
THOUGHT. IT IS FOLLOWED BY CHOICES. CHOICES THAT WILL LEAD YOU TO
DECISIONS. INDECISION LEADS TO DOUBT; COMBINED, THEY PRODUCE FEAR THAT
PARALYSES US. CONSIDER YOUR CHOICES AND MAKE A DECISION TO COMMIT TO
YOUR CHOICE. THEN, IT IS UP TO YOU TO MAKE THAT CHOICE WORK.
IT’S YOUR LIFE AND IT IS UP TO YOU HOW YOU LIVE IT. YOUR DESIRES AND
ASPIRATIONS, OR YOUR LIMITATIONS AND FEARS, ARE ALL YOUR CHOICE. IF YOU
ARE NOT SURE OF YOUR CHOICES, ASK!

ASKING QUESTIONS IS THE ANSWER.
QUESTIONING AND LISTENING ARE THE MOST IMPORTANT COMMUNICATION SKILLS
THAT ARE REQUIRED IN THIS SALES PROCESS, AND CONTRIBUTE DIRECTLY TO
BUILDING RELATIONSHIPS ONCE RAPPORT HAS BEEN ESTABLISHED.
THE FIRST OBJECTIVE OF THE SALES RESULTS SYSTEM IS TO ESTABLISH RAPPORT.
THE NEXT ONE IS TO SET UP THE PARAMETERS ON HOW YOU ARE GOING TO PROCEED
SO THAT THERE ARE NO SURPRISES FOR EITHER PARTY. THE THIRD OBJECTIVE IS TO
DETERMINE IF THE PROSPECT IS QUALIFIED, SO YOU NEED TO ASK QUESTIONS THAT
WILL UNCOVER THE PROBLEMS THAT YOU HAVE SOLUTIONS FOR, IF THERE IS A
BUDGET TO SOLVE THOSE PROBLEMS AND WHEN AND HOW A DECISION WOULD BE
MAKE.
BY ASKING QUESTIONS YOU LEARN A LOT, YOU UNCOVER NEEDS, YOU MAKE THE
OTHER PERSON FEEL IMPORTANT AND THAT CONTRIBUTES TOWARDS BUILDING A
LASTING RELATIONSHIP. THERE ARE MILLIONS OF REASONS FOR ASKING
QUESTIONS, BUT THERE IS ONE REASON THAT IS IT IS THE SALESPERSON’S
RESPONSIBILITY TO QUALIFY PROSPECTS, YET IT IS THE PROSPECT WHO QUALIFIES
THE SALESPERSON MOST OF THE TIME. THIS IS WITNESSED BY THE PROSPECT
ASKING QUESTIONS OF THE SALESPERSON AND THE SALESPERSON ANSWERING
THOSE QUESTIONS AND GIVING FREE CONSULTING. IT IS THE SALESPERSON’S
RESPONSIBILITY TO GATHER INFORMATION, NOT GIVE IT AWAY. IT IS WHEN
SALESPEOPLE START TO GIVE INFORMATION AWAY, FREE CONSULTING THAT THEY
START TO LOOSE CONTROL.
IT IS THE SALESPERSON’S RESPONSIBILITY TO BE IN CONTROL OF THE SALES
PROCESS, YET IT IS THE PROSPECT WHO IS IN CONTROL OF THE PROCESS MOST OF
THE TIME. WHY, BECAUSE SALESPEOPLE TALK TOO MUCH WHEN ANSWERING
QUESTIONS AND DOESN’T ASK ENOUGH QUESTIONS, OR LISTEN AS WELL AS THEY
SHOULD.
THE MAIN REASON FOR SALESPEOPLE TO ASK QUESTIONS IS TO MAINTAIN CONTROL
OF THE SALES PROCESS IS TO BUILD RAPPORT AND TO GATHER INFORMATION TO
DETERMINE IF THE PROSPECT IS QUALIFIED FOR THE SOLUTIONS YOU PROVIDE AND

THEN TO MAKE A DECISION TO PROCEED OR TO ABORT. WHEN A SALESPERSON IS
NOT IN CONTROL OF THE PROCESS THEY HAVE FALLEN INTO THE BUYER’S SYSTEM.
THIS HAPPENS WHEN SALESPEOPLE START GIVING INFORMATION AWAY, AS
OPPOSED TO DOING THE OPPOSITE GETTING INFORMATION.
SO, HOW DOES ONE GET INFORMATION AND STAY IN CONTROL OF THE SALES
PROCESS, ASK QUESTIONS. IT IS ALWAYS THE PERSON WHO IS ASKING THE
QUESTIONS THAT IS IN COMPLETE CONTROL. THE PERSON WHO IS ANSWERING THE
QUESTIONS THINKS THEY ARE IN CONTROL, BUT IN REALITY, ARE NOT. THEREFORE
IT IS THE SALESPERSON’S RESPONSIBILITY TO BE IN CONTROL OF THE PROCESS BUT
IT IS THE CLIENT WHO SHOULD THINK THEY ARE IN CONTROL.
NO PAIN, NO GAIN!
WHAT ARE BUYING MOTIVATORS? BUYING MOTIVATORS ARE THE REASONS WHY
SOMEONE BUYS SOMETHING. YOUR JOB AS A SALESPERSON IS TO UNCOVER THESE
REASONS IN ADVANCE SO THAT YOU CAN FACILITATE THE BUYING PROCESS FOR THE
PROSPECT. ONCE YOU KNOW THE REASONS, THE REST IS EASY, BUT EASIER SAID
THAN DONE. FIRST, LET’S UNDERSTAND WHY PEOPLE BUY.
PEOPLE BUY FOR EMOTIONAL REASONS. THEY JUSTIFY THEIR PURCHASE
INTELLECTUALLY. FEATURES AND BENEFITS ARE NOT EMOTIONAL AND DO NOT
BELONG EARLY IN THE SALES PROCESS. THERE IS A PLACE FOR THEM AND IT IS AT
THE END OF THE PROCESS WHEN YOU ARE PROVIDING A PRESCRIPTION TO A
DECISION-MAKER WHO IS READY TO MAKE A BUYING DECISION. THEREFORE, STOP
THOSE FEATURE AND BENEFIT DUMPS! YOUR JOB AT THIS STAGE OF THE PROCESS IS
TO STAY IN CONTROL AND QUALIFY THE PROSPECT BY UNCOVERING THEIR BUYING
MOTIVATORS.
THERE ARE TWO EMOTIONAL REASONS (BUYING MOTIVATORS) WHY PEOPLE
PURCHASE SOMETHING. ONE IS TO ELIMINATE A PAIN AND THE OTHER IS TO GAIN A
PLEASURE. WHICH ONE OF THE TWO EMOTIONS DO YOUR PRODUCTS AND/OR
SERVICES SATISFY? DO THEY ELIMINATE PAIN, DO THEY PROVIDE A PLEASURE OR
DO THEY FIT INTO BOTH CATEGORIES?
FOR EXAMPLE, IF YOU SELL REAL ESTATE, YOU CAN BE SELLING PAIN RELIEF AND/OR
PLEASURE DEPENDING ON THE PROSPECT’S NEEDS. PAIN RELIEF IS PROVIDING
HOUSING TO SOMEONE WHO IS DESPERATELY IN NEED WHILE PLEASURE COULD BE
SELLING A PRESTIGIOUS RESORT COMMUNITY.

YOU HAVE HEARD IT BEFORE, NO PAIN-NO GAIN. THIS IS VERY TRUE, IF YOU
CANNOT FIND THE PROSPECTS PAIN, EMOTIONAL BUYING MOTIVATORS, YOU WILL
GAIN NO SALE. YOU CAN FIND SOMEONE’S PAIN OR PLEASURE BY SIMPLY ASKING
QUESTIONS, QUESTIONING THE ANSWER AND OF COURSE LISTENING FOR CUES. BUT
FIRST YOU MUST LEARN WHICH QUESTIONS TO ASK. THE BEST QUESTIONS ARE
THOSE WHICH CAN GET A PROSPECT TALKING OPENLY ABOUT A TOPIC THAT WILL
IDENTIFY PROBLEMS TO WHICH YOU HAVE SOLUTIONS FOR. ALWAYS START WITH
AN OPEN-ENDED QUESTION IN THE AREA YOU WANT TO DIG INTO DEEP.
DECISION MAKER QUESTIONS
YOU HAVE NOW IDENTIFIED THREE TO FIVE BUYING MOTIVATORS, DISCUSSED ALL
FINANCIAL ISSUES AND KNOW THERE IS A BUDGET AVAILABLE, AND APPROXIMATE
AMOUNT, AND STILL BELIEVE THAT YOU CAN PROVIDE THEM WITH PAIN RELIEF,
WITHIN THEIR BUDGET. YOU HAVE DECIDED TO PROCEED WITH THE QUALIFICATION
PROCESS. THE NEXT STEP IN THE PROCESS IS TO UNCOVER THE PROSPECT’S
DECISION MAKING PROCESS.
YOU START THIS STEP BY REVIEWING THE PROBLEMS AND BUDGET THAT WERE
PREVIOUSLY DISCUSSED AND SIMPLY ASK: “HASSAN WHEN WILL A DECISION BE
MADE TO SOLVE THESE PROBLEMS?” WHEN IS ONE OF THE MOST IMPORTANT
QUESTIONS THAT NEED TO BE ASKED ABOUT MAKING DECISIONS. IF THE ANSWER IS
NOW, GREAT! BUT WHAT IF THEY DON’T KNOW OR WHAT IF THEY SAY IN SIX
MONTHS. WHAT WOULD YOU DO THEN?
OBVIOUSLY YOU WOULD QUESTION THEIR ANSWERS AND GET MORE IN DEPTH
INFORMATION. HOPEFULLY YOU WILL REALISE THAT IT IS ALSO NOT WISE TO GIVE
PRESENTATION UNTIL THEY ARE READY TO MAKE A DECISION. WHY ELSE WOULD
YOU GIVE A PRESENTATION?
THE OTHER IMPORTANT QUESTION TO ASK IS: “HASSAN, WHO BESIDES YOURSELF IS
INVOLVED IN THE DECISION MAKING PROCESS?” THE IMPORTANT WORDS HERE ARE
“BESIDES YOURSELF”. QUITE OFTEN WE THINK WE ARE SPEAKING WITH THE
DECISION-MAKER, BUT IN REALITY THIS PERSON MAY ONLY BE ABLE TO SAY NO.
YOUR JOB IS TO UNCOVER ALL PEOPLE INVOLVED IN THE DECISION MAKING
PROCESS. BY INCLUDING THE INDIVIDUAL YOU ARE SPEAKING TO, YOU ARE
STROKING THEM AND MAKING THEM FEEL IMPORTANT. OMIT THEM AND YOU WILL BE
INSULTING THEM. DON’T EVER INSULT A PROSPECT. BY THE WAY, YOU CAN ALSO ASK

HOW SIMILAR DECISIONS WERE MADE IN THE PAST, AS HISTORY DOES REPEAT
ITSELF.
SHOULD OTHER PEOPLE BE INVOLVED, YOU HAVE TO FIND OUT WHO THEY ARE AND
GO THROUGH THE WHOLE SALES PROCESS AGAIN, WITH EACH DECISION MAKER,
STARTING WITH BUILDING RAPPORT. YOU WILL SOON LEARN THAT EVERYONE IS
DIFFERENT – DIFFERENT DOMINANT SENSES, DIFFERENT BUYING MOTIVATORS AND
EVEN DIFFERENT BUDGETS. YOU WILL HAVE TO APPEAL TO THEM ALL, EVEN IF A
COMMITTEE IS INVOLVED.
KEEP IN MIND THAT THERE COULD BE MANY OTHER PEOPLE INVOLVED IN
INFLUENCING DECISIONS TOO. THESE PEOPLE COULD BE CONSULTANTS, AGENCIES
OR EVEN OUTSIDE SUPPLIERS OR FRIENDS. FIND OUT WHO THEY ARE AND IF YOU
CAN APPEAL TO THEM AS IF THERE WERE DECISION-MAKERS AS WELL. FOLLOW THE
ABC, 123 SALES RESULTS SYSTEM AND REMEMBER THAT THE MORE YOU KNOW THE
BETTER OFF YOU WILL BE.
DO YOU AVOID MAKING DECISIONS?
IF YOU SAID YES, YOU ARE NOT ALONE. MANY OF US FREEZE WHEN FACED WITH
DECISIONS, EVEN SMALL ONES. WE’RE AFRAID OF MAKING THE WRONG CHOICE.
IF YOU’RE ONE OF THOSE PEOPLE WHO HATE TO MAKE DECISIONS, YOU CAN BE SURE
OF ONE THING. THIS INABILITY TO MAKE DECISIONS CAN STOP YOU DEAD IN YOUR
TRACKS AND HINDER YOU ON THE ROAD TO SUCCESS. YOU END UP WAITING FOR
THINGS TO HAPPEN INSTEAD OF MAKING THEM HAPPEN. YOU DOUBT YOUR
COMMITMENTS AND YOU TURN AWAY FROM YOUR DREAMS, THE DREAMS YOU KNOW
COULD BE ACHIEVED. THE RESULT IS TREMENDOUS UNHAPPINESS, MULTIPLE
FAILURES, OPPORTUNITIES LOST, DEEP FRUSTRATION, ENDLESS PROCRASTINATION
AND ABIDING HOPELESSNESS.
THERE IS SOMETHING YOU CAN DO ABOUT THIS. YOU CAN GAIN CONFIDENCE IN
YOUR ABILITY TO MAKE DECISIONS AND MAKE THE PROCESS EASIER AND MORE
SUCCESSFUL. WE HAVE A RANGE OF OPTIONS TO CHOOSE FROM WHEN WE MUST
MAKE A DECISION. WE DISCARD AN OPTION WHEN WE WITHDRAW OURSELVES FROM
IT. AN OPTION BECOMES A DECISION WHEN WE INVEST OURSELVES IN IT.
TAKE THE TIME NOW TO THINK ABOUT YOUR OPTIONS. THINK ABOUT THE
OBSTACLES, THE WORK INVOLVED AND THE POSSIBLE OUTCOMES. YOU COULD

DECIDE TO LIVE A LIFE OF NO CHANGE, EFFORT OR DECISION; OR YOU COULD
DECIDE TO TAKE ACTION AND LIVE THE LIFE OF YOUR CHOICE. WHICH WILL IT BE?
IF YOU DECIDED TO TAKE ACTION AND LIVE THE LIFE OF YOUR CHOICE, PLEASE SIGN
BELOW AS A FORM OF COMMITMENT TO YOURSELF. YOU ARE CHOOSING TO DO
WHATEVER IT TAKES TO MAKING YOUR DECISION WORK, A DECISION THAT WILL
REQUIRE EFFORT, DETERMINATION AND PERSEVERANCE. ARE YOU TRULY
COMMITTED? IF SO, SIGN NOW!
SIGNATURE: _______________________________________DATE:
_________________________
PRESCRIBING SOLUTIONS
YOU BUILT RAPPORT AND OBTAINED THE PROSPECTS TRUST. YOU SET THE
PARAMETERS, YOU UNCOVERED THE BUYING MOTIVATORS, THE FINANCIAL ABILITY
AND THE DECISION MAKING PROCESS. YOU SUMMARISED YOUR FINDINGS, OBTAIN
CONFIRMATION AND GOT A COMMITMENT TO PROCEED WITH A PRESENTATION, TO
THE DECISION-MAKERS, AFTER WHICH YOU WILL RECEIVE A YES OR NO ANSWER.
YOU NOW HAVE A QUALIFIED PROSPECT, OR A HOT ONE, ABOUT TO TURN INTO A
CUSTOMER. OTHERWISE YOU WOULD NOT BE AT THIS STEP IN THE PROCESS: RIGHT?
THE OBJECTIVE OF THE STEP IN THE PROCESS IS TO TAKE EVERYTHING YOU
LEARNED AND TO COME UP WITH A PRESCRIPTION, A CUSTOMISED SOLUTION BASED
ON YOUR PRODUCTS AND SERVICES, TO SOLVE THE PROSPECT’S PROBLEMS, WITHIN
THEIR BUDGET AND TIME FRAMES. THIS MEANS YOU ARE TO PRESENT SOLUTIONS
SPECIFIC TO THE PROBLEMS IDENTIFIED AND NO MORE. YOU JOB IS TO NOW GET
THE SALE BASED ON THE INFORMATION GATHERED. SELL TODAY BASED ON THAT
INFORMATION AND GET THE SALE. YOU CAN ALWAYS GO BACK AND UP-SELL OR
CROSS-SELL ONCE YOU HAVE THE SALE. FOR NOW STAY FOCUSED ON GETTING THE
SALE BY ADDRESSING SOLUTIONS SPECIFIC TO THE PROBLEMS IDENTIFIED.
THINK ABOUT YOUR LAST VISIT TO A DOCTOR. AS A SALESPERSON YOU ARE REALLY
NO DIFFERENT. THE DOCTOR GREETS YOU AND CONDUCTS A LITTLE SMALL TALK TO
MAKE YOU FEEL COMFORTABLE. YOU DO THE SAME WHEN YOU ARE BUILDING
RAPPORT WITH THE PROSPECT. THE DOCTOR THEN TELLS YOU WHAT HE IS GOING TO
DO AND THEN STARTS TO ASK YOU A LOT OF QUESTIONS TO IDENTIFY THE EXACT
PROBLEM. YOU ASK THE PROSPECT HOW THEY WOULD LIKE TO PROCEED AND YOU
TOO START TO ASK A LOT OF QUESTIONS TO IDENTIFY THE EXACT PROBLEM. ONCE
THE DOCTOR FINDS THE PROBLEM, HE SUMMARISES THE FINDINGS AND USUALLY
PROVIDES YOU WITH A PRESCRIPTION TO SOLVE THAT SPECIFIC PROBLEM. YOU ARE

TO DO THE SAME. WHEN YOU ASK THE DOCTOR ABOUT OTHER ISSUES, THEY USUALLY
REBOOK ANOTHER MEETING. YOU TOO SHOULD DO THE SAME.
YOU ARE A PROFESSIONAL, NO DIFFERENT THAN A DOCTOR, DENTIST OR A LAWYER.
WHEN YOU CONDUCT YOURSELF AS A PROFESSIONAL YOU GAIN RESPECT. RESPECT
BY ALL SUSPECTS, PROSPECTS, HOT ONES AND A CLIENT IS WHAT YOU SHOULD BE
AIMING FOR. YOU DO THIS BY SETTING SOME PROFESSIONAL STANDARDS FOR
YOURSELF AND FOLLOWING THROUGH ON THEM. ASK QUESTIONS, LISTEN, BE
HONEST, STAY FOCUSED AND DEVELOP RELATIONSHIPS, BEFORE YOU PRESENT.
THIS IS THE STEP IN THE PROCESS WHERE YOU DO FINALLY GET TO PRESENT. YOU
GET TO PRESENT SOLUTIONS TO THE PROBLEMS, WITHIN THE BUDGET AND TIME
CONSTRAINTS THAT YOU UNCOVERED, TO THE PERSON OR PEOPLE WHO ARE READY
AND ABLE TO MAKE A YES OR NO DECISION. THIS IS THE STEP WHERE YOU WILL
ALSO LET THE BUYER BUY AND WHERE YOU WILL FOLLOW THROUGH TO MAINTAIN
AND DEVELOP THE RELATIONSHIP.
WHAT MAKES A DECISION WORK?
WHAT MAKES A DECISION WORK? IT IS ALMOST ALWAYS THE DECISION-MAKER AND
NOT THE CHOICE, THAT MAKES IT WORK. FAILURE IS PROPORTIONAL TO LACK OF
DEDICATED COMMITMENT. CHOICES ARE GOOD ONLY IF WE MAKE THEM GOOD.
THE FIRST STEP OF A SUCCESSFUL DECISION IS TO MAKE THAT DECISION. THE ACT
OF MAKING A DECISION IS ALMOST ALWAYS MORE IMPORTANT THAN THE
SUBSTANCE OF THE DECISION ITSELF. CONVERSELY, MAKING NO CHOICE;
INDECISION; INVALIDATES ALL OPTIONS BECAUSE IT PARALYSES US. BUT THE MORE
WE MAKE DECISIONS, THE MORE NATURAL THE PROCESS BECOMES.
CONSIDER YOUR OPTIONS, THINK ABOUT YOUR CHOICES, OBSERVE YOUR FEELINGS
AND MAKE A DECISION ABOUT YOUR LIFE. COMMIT TO THAT DECISION IN EVERY
WAY POSSIBLE; MAKE IT WORK.
WHICH WILL IT BE? MAKE A DECISION TO DO SOMETHING ABOUT YOUR LIFE AND
LIVE THE LIFE OF YOUR DREAMS, OR TO ACCEPT LIFE AS IT COMES.

THE FIRST STEP IN SELF-MOTIVATION IS TO MAKE THE DECISIONS; TO DO
SOMETHING ABOUT YOUR LIFE; TO WANT TO LIVE THE LIFE OF YOUR CHOICE, NOT
JUST ACCEPT LIFE AS IT COMES.
IT IS ALMOST ALWAYS THE DECISION-MAKER AND NOT THE CHOICE, THAT MAKES
THE DECISION WORK. THE MORE WE MAKE DECISIONS, THE MORE NATURAL THE
PROCESS BECOMES.
CREATIVITY AND QUALITY
THE LONG HELD BELIEF THAT CREATIVITY IS A TALENT POSSESSED ONLY BY A
GIFTED FEW WHO CAN SEE BEYOND CURRENT PARADIGMS. CREATIVITY IS A SKILL
THAT CAN BE DEVELOPED AND ENHANCED THROUGH STRUCTURED LEARNING AND
TRAINING. LET ME SHARE THESE THOUGHTS ON THE RELATIONSHIP BETWEEN
CREATIVITY AND QUALITY. IN THIS ESSAY LET ME SHOW MY VIEWS ON POSSIBLE
LIMITATIONS OF TRADITIONAL QUALITY IMPROVEMENT THINKING AND
DEMONSTRATE THE IMPORTANCE THAT CREATIVITY PLAYS IN ENHANCING QUALITY
IMPROVEMENT EFFORTS.
CONFORMISTS ARE GOOD AT PLAYING THE GAME. AT SCHOOL THEY QUICKLY LEARN
HOW TO PASS TESTS, HOW TO PLEASE THE TEACHER AND HOW TO COPY WHEN
NECESSARY. LATER IN LIFE THEY ARE ALSO GOOD AT ASSESSING THE GAME THAT IS
IN PLAY AND THEN GOOD AT PLAYING THAT GAME.
SO WE HAVE TENDED TO LEAVE CREATIVITY TO THE REBELS. THESE ARE THE PEOPLE
WHO CANNOT PLAY THE GAME, DO NOT WANT TO PLAY THE GAME AND EVEN WANT
TO BE DIFFERENT FOR THE SAKE OF BEING DIFFERENT. WE HAVE BEEN SATISFIED
WITH THAT IMAGE OF CREATIVITY. WE HAVE SUPPOSED THAT CREATIVITY IS A
COMBINATION OF 'REBELLIOUS' MOTIVATION AND INBORN TALENT. SUPPOSE THAT
IMAGE OF CREATIVITY IS NOT ONLY WRONG BUT ALSO DANGEROUS. SUPPOSE THAT
IT IS DANGEROUS BECAUSE IT PREVENTS US FROM ADVANCING THE SERIOUS USE OF
CREATIVITY.
WE CAN, I BELIEVE, MOVE AWAY FROM THIS OLD FASHIONED VIEW OF CREATIVITY.
TO MOVE AWAY FROM THE NOTION THAT CREATIVITY IS JUST MESSING AROUND
WITH BRAINSTORMING AND HOPING NEW IDEAS WILL HAPPEN.
CONSIDER AN ORDINARY PERSON WHO IS BOUND UP TIGHTLY WITH A ROPE.
OBVIOUSLY THAT PERSON IS NOT ABLE TO PLAY THE VIOLIN. IF THE TIED-UP
PERSON CANNOT PLAY THE VIOLIN THEN SURELY CUTTING THE ROPE AND FREEING

THAT PERSON MAKES THE PERSON A VIOLINIST? THIS IS AN ABSURD LEAP OF LOGIC.
FREEING THE PERSON MAY BE A NECESSARY STEP TOWARD VIOLIN PLAYING BUT
DOES NOT, BY ITSELF, PROVIDE VIOLIN-PLAYING SKILLS. WHY THEN DO WE APPLY
THIS ABSURD LOGIC TO CREATIVITY?
WE HAVE OBSERVED THAT INHIBITED PEOPLE ARE NOT CREATIVE. WE THEN
SUPPOSE THAT "LIBERATING" PEOPLE WILL SUDDENLY MAKE THEM CREATIVE. IT
DOES NOT FOLLOW AT ALL. YET ALMOST THE ENTIRE EFFORT TOWARD ENCOURAGING
CREATIVE THINKING HAS BEEN CONCERNED WITH FREEING PEOPLE UP AND
LIBERATING THEM FROM THEIR INHIBITIONS. IT IS SUPPOSED TO BE ENOUGH TO BE
CRAZY. NO WONDER CREATIVITY IS NOT TAKEN SERIOUSLY AND IS NOT AS
EFFECTIVE AS IT MIGHT BE.
TODAY, FOR THE FIRST TIME IN HISTORY, WE CAN UNDERSTAND THE 'GAME' OR
CREATIVITY. THIS MEANS THAT THE CONFORMISTS CAN NOW LEARN TO PLAY THIS
GAME. BECAUSE CONFORMISTS ARE BETTER AT LEARNING AND PLAYING GAMES,
THERE IS NOW A STRONG POSSIBILITY THAT CONFORMISTS WILL ACTUALLY BECOME
MORE CREATIVE THAN THE REBELS, IF THE CONFORMISTS HAVE THE MOTIVATION.
HOW ARE THE CONFORMISTS GOING TO GET THE CREATIVE MOTIVATION, WHICH IS
SO NATURAL TO THE REBELS? THERE ARE TWO APPROACHES.
1 CONFORMISTS CAN BE SHOWN THE "LOGIC" OF CREATIVITY. WE NOW KNOW THAT
THERE IS AN ABSOLUTE MATHEMATICAL NEED FOR CREATIVITY IN ANY SELF-
ORGANISING INFORMATION SYSTEM SUCH AS HUMAN PERCEPTION. I HAVE FOUND
THAT MATHEMATICIANS, HIGHLY TECHNICAL PEOPLE AND ACCOUNTANTS, FOR
EXAMPLE, SUDDENLY SEE THE LOGICAL BASIS OF CREATIVITY. ONE TIME I WAS
EXPLAINING MIND CONTROL METHODS TO A GROUP OF STUDENTS. AT FIRST THEY
WERE DOUBTFUL, BUT ONCE THEY COULD SEE THE LOGIC BEHIND THE TECHNIQUES,
THEY TRIED THEM OUT AND WERE SURPRISED TO FIND THAT THEY WORKED.
2 EXHORTING PEOPLE TO BE CREATIVE HAS ONLY A VERY LIMITED EFFECT ON
MOTIVATION AND EVEN THAT LIMITED EFFECT WEARS OFF PRETTY QUICKLY. IT IS
FAR BETTER TO DEMONSTRATE SOME MIND CONTROL TECHNIQUES. ONCE PEOPLE
FIND THAT THEY CAN USE SUCH TECHNIQUES SYSTEMATICALLY AND THAT THEY
PRODUCE RESULTS, THEN MOTIVATION FOLLOWS. IF YOU FIND THAT YOU CAN BE
CREATIVE, THEN YOU WANT TO BE.
THE GAME OF CREATIVITY

MY RESEARCH COVERED MANY OF THE COMPLICATED INTERACTIVE SYSTEMS IN THE
HUMAN BODY: RESPIRATION, CIRCULATION, KIDNEYS, ENDOCRINE GLANDS AND SO
ON. I WAS FORCED TO DEVELOP CONCEPTS TO DEAL WITH SELF-ORGANISING
INFORMATION SYSTEMS.
IN THE BOOK MIND CONTROL SYSTEM, WHICH IS BASED ON HOW NERVE NETWORKS
ALLOWED INFORMATION TO ORGANISE ITSELF INTO SEQUENCES OR ROUTINE
PATTERNS. AT THE TIME IT WAS WRITTEN, THOSE IDEAS WERE UNUSUAL. TODAY
THEY ARE MAINSTREAM THINKING. IN FACT, THOSE WHO HAVE READ THE BOOK
OBSERVED THAT I WAS WRITING ABOUT THESE THINGS BEFORE MATHEMATICIANS
STARTED LOOKING AT CHAOS AND NON-LINEAR, UNSTABLE SYSTEMS.
WITH JUST 9 ITEMS OF CLOTHING TO PUT ON IN THE MORNING, (DEPENDING ON
ONES CULTURAL DRESS) THERE ARE MILLIONS OF WAYS OF GETTING DRESSED,
THOUGH NOT ALL THESE ARE FEASIBLE. IF THE BRAIN WAS NOT SO EXCELLENT AT
FORMING THE ROUTINE PATTERNS OF PERCEPTION AND ACTION, LIFE WOULD BE
IMPOSSIBLE. IT IS THE EXCELLENCE OF THE BRAIN AS A SELF-ORGANISING
INFORMATION SYSTEM THAT ALLOWS EXPERIENCE TO ORGANISE ITSELF INTO
ROUTINE PATTERNS. THIS IS THE BASIS OF PERCEPTION. IN FACT, THE BRAIN IS
EVEN BETTER THAN THAT BECAUSE IT CAN CENTRE PATTERNS, WHICH COMPUTERS
FIND VERY HARD TO DO.
IN SUCH SYSTEMS, THERE IS NO ACCESS TO THE SIDE BRANCHES FROM THE MAIN
TRACK, BUT THERE IS ACCESS TO THE MAIN TRACK, BUT THERE IS ACCESS TO THE
MAIN TRACK FROM THE SIDE-TRACKS. THIS BASIC ASYMMETRY OF PATTERNS GIVES
RISE TO BOTH HUMOUR AND CREATIVITY. THAT IS WHY HUMOUR IS THE MOST
SIGNIFICANT BEHAVIOUR OF THE HUMAN BRAIN BECAUSE IT INDICATES THE
EXISTENCE OF A SELF-ORGANISING SYSTEM.
WITH CREATIVITY WE SOMEHOW JUMP ACROSS TO THE SIDE-TRACK FROM THE MAIN
TRACK. THAT IS WHY ALL VALUED CREATIVE IDEAS ARE ALWAYS LOGICAL IN
HINDSIGHT. UNFORTUNATELY, WE HAVE BELIEVED THAT BECAUSE CREATIVE IDEAS
ARE LOGICAL IN HINDSIGHT, THEN LOGIC SHOULD BE ENOUGH IN FORESIGHT. THIS
IS TOTALLY UNTRUE IN A PATTERNING SYSTEM BUT QUITE TRUE IN A PASSIVE
SYSTEM. IT IS THIS RECENT "UNIVERSE" SWITCH FROM PASSIVE INFORMATION
SYSTEMS TO SELF-ORGANISING SYSTEMS THAT HAS ALLOWED US TO UNDERSTAND
THE NATURE OF CREATIVITY.
AS A DIRECT RESULT OF THIS UNDERSTANDING, WE CAN DESIGN DELIBERATE AND
FORMAL MIND CONTROL TOOLS SUCH AS RANDOM ENTRY AND PROVOCATION. THESE

FORMAL TOOLS CAN BE LEARNED, PRACTISED AND USED SYSTEMATICALLY. THEY CAN
BE USED BY INDIVIDUALS ON THEIR OWN. THERE IS NO NEED FOR A
BRAINSTORMING TOOL. WE DELIBERATE USE OF SUCH SYSTEMATIC TOOLS IS VERY
DIFFERENT FROM JUST MESSING AROUND AND HOPING THINGS HAPPEN. FOR
EXAMPLE, THERE ARE THE FORMAL METHODS OF "MOVEMENT', WHICH IS AN ACTIVE
MENTAL OPERATION AND NOT JUST A SUSPENSION OF JUDGEMENT.
QUALITY IN THINKING
WHILE WE HAVE SOUGHT TO IMPROVE QUALITY IN MOST PLACES, THE ONE AREA WE
HAVE NEGLECTED HAS BEEN OUR THINKING. WE MAY HAVE SOUGHT TO DO BETTER
WHAT WE ARE ALREADY DOING, BUT WE HAVE NOT SOUGHT BETTER WAYS OF DOING
THINGS.
IN THE FIRST PART OF THIS ESSAY, I SOUGHT TO SHOW WHAT HAPPENS WHEN WE
APPLY QUALITY TO CREATIVITY ITSELF. WE GET A VERY DIFFERENT AND MUCH MORE
POWERFUL PROCESS. BUT WE CAN ALSO APPLY QUALITY TO OTHER ASPECTS OF
THINKING.
FOR EXAMPLE, THE TRADITIONAL WESTERN METHOD OF ARGUMENT IS TIME
CONSUMING, WASTEFUL, INEFFICIENT AND SUBJECT TO POLITICAL ABUSE. WE CAN
REPLACE THIS ADVERSARIAL METHOD WITH EFFECTIVE THINKING IN WHICH ALL
THOSE PRESENT THINK CO-OPERATIVELY. THE DIRECTIONS FOR THE EFFECTIVE
EFFORTS ARE SET BY THE SIX THINKING CAPS. THE WHITE CAP INDICATES A FOCUS
ON INFORMATION. THE RED CAP LEGITIMISED AN EXPRESSION OF FEELING AND
INTUITION.
THE BLACK CAP IS FOR CAUTION. THE YELLOW CAP ASKS FOR BENEFITS AND VALUES.
THE GREEN CAP IS FOR CREATIVE EFFORT. THE BLUE CAP IS FOR CONTROL OF THE
THINKING PROCESS ITSELF.
THE SIX-CAP METHOD IS NOW BEING WIDELY USED BY MANY MAJOR PEOPLE. USING
SUCH METHODS REDUCED THINKING TIME BY 75 PERCENT. THIS METHOD ALLOWS
ALL THE "INTELLECTUAL HORSEPOWER" OF THOSE ATTENDING A MEETING TO BE
USED PRODUCTIVELY. IT ALSO PREVENTS POLITICS. THE GREEN CAP PROVIDES A
SPECIFIC PLACE FOR CREATIVITY AND THE BLACK CAP ENSURES THAT CRITICISM IS
ONLY USED IN ITS PROPER PLACE.
OUR BASIC SECULAR THINKING HABITS WERE SET 2,500 YEARS AGO BY THE GREEK
GANG OF THREE (SOCRATES, PLATO, AND ARISTOTLE). IT IS A SYSTEM BASED ON

ANALYSIS, JUDGEMENT AND ARGUMENT. IT IS A SYSTEM THAT IS LACKING IN
CREATIVE, CONSTRUCTIVE AND DESIGN ENERGY.
CREATIVITY IN QUALITY
THERE IS A REASON WHY THIS ESSAY MAY APPEAR TO HAVE BEEN WRITTEN
BACKWARDS. WHY HAVE I WRITTEN ABOUT CREATIVITY FIRST AND ABOUT THE NEED
FOR CREATIVITY IN QUALITY PROGRAMS SECOND? THE REASON IS THAT UNLESS THE
READER HAS A CLEAR UNDERSTANDING OF WHAT I MEAN BY CREATIVITY (SERIOUS
CREATIVITY), THERE IS NO POINT IN SETTING THE PLACE OF CREATIVITY IN
QUALITY PROGRAMS.
REMOVAL OF FAULTS
THIS IS A BASIC HABIT OF WESTERN THINKING. IF YOU CAN ONLY GET RID OF
FAULTS EVERYTHING ELSE WILL BE FINE. THERE ARE TWO OBVIOUS DANGERS:
1 WE ONLY FOCUS OUR THINKING ON WHAT IS WRONG.
2 GETTING RID OF THE FAULTS IN A POORLY DESIGNED SYSTEM DOES NOT RESULT
IN A BETTER-DESIGNED SYSTEM.
NEVERTHELESS, THE EARLY SUCCESSES OF QUALITY PROGRAMS OFTEN ARISE FROM
THE REMOVAL OF FAULTS, INEFFICIENCIES, WASTAGE AND PROBLEMS. THIS PART IS
INTELLECTUALLY EASY, EVEN IF IMPLEMENTATION IS NOT QUITE SO EASY.
WHEN THIS EASY PART HAS BEEN DONE, TQM PROGRAMS OFTEN RUN OUT OF STEAM.
EVEN WITHIN THIS PROBLEM-SOLVING PHASE, THERE MAY BE A NEED FOR SERIOUS
CREATIVITY TO HELP SOLVE SOME OF THE PROBLEMS.
LOCKED IN BY SUCCESS
IF WE ARE TOO SUCCESSFUL IN IMPROVING THE CURRENT WAY OF DOING THINGS,
THEN WE CAN GET LOCKED INTO THAT CURRENT WAY, JUST AS WE HAVE BECOME
LOCKED INTO OUR TRADITIONAL THINKING HABITS.
THE GOAL OF QUALITY PROGRAMS SHOULD NOT BE JUST TO IMPROVE PRESENT
METHODS BUT ALSO TO SEEK ALTERNATIVE METHODS OF REACHING THE AGREED
OBJECTIVES.

CREATIVITY IS NEEDED TO GENERATE THE ALTERNATIVES. OFTEN THERE IS A NEED
FOR NEW CONCEPTS. WHEN THE ALTERNATIVES HAVE BEEN GENERATED, THEN THEY
CAN BE MEASURED AGAINST EACH OTHER AND AGAINST THE CURRENT METHOD.
SUCCESS IN IMPROVING THE QUALITY OF THE EXISTING METHOD MAY LOCK US INTO
CONTINUING THAT PARTICULAR OPERATION WHEN A CREATIVE CHALLENGE WOULD
HAVE SHOWN THAT THE WHOLE OPERATION DID NOT NEED DOING AT ALL.
CHANCE OF OBJECTIVES
WE CAN IMPROVE THE CURRENT WAY OF REACHING THE CURRENT OBJECTIVE.
WE CAN FIND A DIFFERENT WAY TO REACH THE CURRENT OBJECTIVE.
WE CAN CHANGE THE OBJECTIVE ITSELF.
CREATIVITY CAN BE HELPFUL IN GETTING US TO THINK FREELY ABOUT WHAT WE ARE
TRYING TO DO. CREATIVITY OPENS UP POSSIBILITIES. CREATIVITY PROVOKES OUR
THINKING ABOUT OBJECTIVES.
VALUES AND EXPECTATIONS
PARTICULARLY IN THE HEALTH FIELD, VALUES AND EXPECTATIONS ARE COMPLEX
AND CHANGE EVERY DAY. FOR EXAMPLE, A SEVERELY ILL PATIENT MAY PREFER THE
SURVEILLANCE OF A GENERAL WARD BECAUSE FEAR IS UPPERMOST. A
CONVALESCING PATIENT MAY PREFER THE COMFORT OF PRIVACY. ONE PATIENT MAY
VALUE CHARM BUT ANOTHER PREFERS BRUSQUE EFFICIENCY. SOME PEOPLE LIKE THE
FREEDOM OF CHOICE. OTHERS DO NOT WANT TO BE BURDENED BY HAVING TO MAKE
DECISIONS. SOME VALUE FULL INFORMATION, OTHERS DO NOT WANT TO BE
CONFUSED BY INFORMATION.
CREATIVITY HELPS IN THE EXPLORATION OF VALUES AND THE DESIGN OF NEW
VALUES.
CHANGES IN EXPECTATIONS CAN DRAMATICALLY LOWER COSTS. HOW CAN WE GET
SUCH CHANGES IN EXPECTATIONS?
CREATIVE FOCUS

IT IS EASY TO FOCUS ON PROBLEMS AND DEFECTS. IT IS DIFFICULT TO FOCUS ON
THINGS THAT ARE GOING WELL. IT IS EVEN MORE DIFFICULT TO FOCUS ON THINGS
WE DO NOT EVEN NOTICE.
WHY DO QUALITY EFFORTS LOSE THEIR FIZZ ??
QUALITY IS NO LONGER ENOUGH
WHEN QUALITY PROGRAMS HAVE BEEN RUNNING FOR SOME TIME THE FIZZ GOES
OUT OF THEM AND THEY CAN BECOME BORING. BUT THAT IS ONLY A MINOR PROBLEM
COMPARED TO THE MORE FUNDAMENTAL ISSUES THAT I INTEND TO COVER HERE.
WATER IS NECESSARY FOR SOUP BUT SOUP IS MORE THAN WATER. IF YOU ARE
GIVEN A BOWL OF SOUP THAT IS JUST PURE WATER YOU DO NOT CRITICISE THE
WATER. IF A CAR HAS A FLAT TIRE YOU DO NOT CRITICISE THE THREE INFLATED
TIRES BUT POINT OUT THE DEFICIENCY. IN EXACTLY THE SAME WAY IT MAY BE
NECESSARY AT THIS STAGE TO POINT OUT THAT QUALITY PROGRAMS ARE
WONDERFUL BUT TO ASK WHETHER THEY ARE SUFFICIENT. THAT IS NO CRITICISM
OF QUALITY PROGRAMS, WHICH USUALLY DO A MUCH-NEEDED JOB VERY WELL.
THREE PHASES OF WESTERN BUSINESS MANAGEMENT
WE CAN BEGIN BY DISTINGUISHING THREE PHASES IN THE EVOLUTION OF WESTERN
BUSINESS MANAGEMENT.
PHASE ONE…PROBLEM SOLVING, THIS PHASE LASTED A VERY LONG TIME (FROM THE
MID 1940S TO THE MID 1960S). IT WAS FIRMLY BASED ON THE SAYING: IF IT ISN’T
BROKE DON'T FIX IT." WESTERN BUSINESS HAD A VIRTUAL MONOPOLY IN AN
EXPANDING MARKET. BUSINESS WAS SET ON A PROSPEROUS PATH AND
‘MAINTENANCE' WAS ENOUGH. WHY WASTE TIME FIXING SOMETHING THAT WAS NOT
BROKEN? PROBLEMS WERE A 'DEVIATION' THAT HAD TO BE FIXED SO THAT WE
COULD GET BACK TO THE PROPER PATH.
THE GANG OF THREE…THIS PHASE FITTED IN VERY WELL WITH THE NEGATIVE
ORIENTATION OF WESTERN THINKING WHICH WAS DERIVED FROM THE INFAMOUS
GREEK GANG OF THREE: SOCRATES, PLATO AND ARISTOTLE. THIS STYLE OF
THINKING PLACED ARGUMENT OR CONFRONTATION AS CENTRAL TO WESTERN
THINKING CULTURE.

ARGUMENT MEANT POINTING OUT WHAT WAS WRONG IN THE OTHER PARTY'S VIEW
OR PROPOSAL. SADLY WE STILL PUT FAR TOO MUCH EMPHASIS ON THIS IN THE
TEACHING OF CRITICAL THINKING IN SCHOOLS INSTEAD OF PRODUCTIVE THINKING.
CENTRAL TO THIS WESTERN THINKING IS THE NOTION THAT IF YOU REMOVE THE
FAULTS THEN ALL WILL BE WELL. SO PROBLEM SOLVING WAS ENOUGH. FIND THE
PROBLEM, DEFINE THE PROBLEM, SOLVE THE PROBLEM AND ALL WILL BE WELL.
THE TRADITIONAL APPROACH TO 'IMPROVEMENT' WAS THE SAME. WE LOOKED FOR
FAULTS, DEFECTS, WEAKNESSES AND BOTTLENECKS AND THEN SET ABOUT PUTTING
THESE RIGHT. FAR TOO MANY QUALITY PROGRAMS TODAY STILL OPERATE ON THAT
BASIS.
THEN ALONG CAME THE JAPANESE. THE MOST STRIKING THING ABOUT JAPANESE
CULTURE IS NOT THAT IT HAS EXTRA FEATURES BUT THAT IT IS WITHOUT SOME OF
THE MAJOR DEFECTS OF WESTERN THINKING SUCH AS THE NEGATIVE ORIENTATION
AND EGO PROBLEMS (AND SHORT TERM MAXIMISATION). THE JAPANESE HAD NOT
BEEN INFLUENCED BY CLASSIC GREEK THINKING SO THEY DID NOT SET OUT TO FIND
WHAT WAS WRONG-THEY SET OUT TO MAKE THINGS BETTER. THIS IS A TOTALLY
DIFFERENT APPROACH.
THE JAPANESE DO SOLVE PROBLEMS AND CORRECT FAULTS BUT THAT IS ONLY THE
BEGINNING OF IMPROVEMENT. THEN THEY GO ON TO MAKE BETTER WHAT ALREADY
SEEMS PERFECT. AWARENESS OF THIS APPROACH AND LOSS OF MARKET SHARE
FORCED THE WEST INTO A SECOND PHASE.
PHASE TWO…QUALITY AND CONTINUOUS IMPROVEMENT. TO COMPETE WITH THE
JAPANESE, WESTERN BUSINESS WAS FORCED TO MOVE AWAY FROM THE PROBLEM-
SOLVING PHASE. YOU COULD SOLVE ALL YOUR PROBLEMS BUT THAT ONLY BROUGHT
YOU BACK TO WHERE YOU HAD BEEN. MEANWHILE YOUR COMPETITORS WERE
MAKING IMPROVEMENTS AT POINTS, WHICH WERE NOT PROBLEMS AND ONE DAY
YOU WOKE UP AND FOUND THAT YOU HAD BEEN LEFT FAR BEHIND.
SO THE WEST HAD TO SET ABOUT DOING WHAT CAME MORE NATURALLY TO THE
JAPANESE WHO NEVER HAD THE NEGATIVE ORIENTATION OF THINKING. THE WEST
HAD TO DEVISE AND INSTITUTE FORMAL QUALITY PROGRAMS, WHICH WERE
CONCERNED WITH CONTINUOUS IMPROVEMENT.

THIS WAS NO LONGER JUST A MATTER OF PROBLEM SOLVING AND FIXING DEFECTS
BUT OF MAKING BETTER WHAT WAS ALREADY GOOD. SO CAME THE NOTION OF
QUALITY AND CONTINUOUS IMPROVEMENT.
THE CHOICE OF THE WORD QUALITY IS A GOOD ONE. YOU CAN HAVE AN ADEQUATE
SUIT WHICH PERFORMS THE FUNCTIONS OF A SUIT BUT YOU CAN ALSO HAVE A
QUALITY SUIT. WITH THE QUALITY SUIT YOU ARE STILL ALWAYS TRYING TO
IMPROVE THE QUALITY.
IN ADDITION TO EVERYTHING ELSE THE QUALITY MOVEMENT SET UP FRAMEWORKS
SUCH AS QUALITY CIRCLES OR TEAMS WHICH ENCOURAGED PEOPLE TO EXAMINE
WHAT THEY WERE DOING INSTEAD OF JUST DOING IT AUTOMATICALLY. THE
MOTIVATION VALUE OF THIS WAS CONSIDERABLE EVEN IF FEW CHANGES WERE
ACTUALLY MADE. THERE WERE NOW TWO LEVELS OF ACHIEVEMENT. THE FIRST WAS
DOING WHAT YOU WERE SUPPOSED TO BE DOING. THE SECOND WAS ATTEMPTING TO
IMPROVE THE PROCESS ITSELF.
THE QUICK RESULTS TRAP…IN TRADITIONAL COST CUTTING OR SLIMMING DOWN
PROGRAMS THE BIG BENEFITS COME EARLY. IT IS NOT TOO DIFFICULT TO GET RID
OF THE FAT AND INEFFICIENCIES THAT HAVE BUILT UP OVER THE GOOD YEARS
WHEN THERE WAS NO PRESSURE ON COSTS. BUT AS COSTS ARE CUT AND EFFICIENCY
IS INCREASED THEN IT BECOMES MORE AND MORE DIFFICULT TO GET RESULTS.
THE SAME THING HAPPENS WITH QUALITY PROGRAMS. THE BEST RESULTS COME
EARLY AND THE MORE SUCCESSFUL THE PROGRAMS THE MORE DIFFICULT IT
BECOMES TO GET BIG RESULTS ALTER. THIS IS WHEN QUALITY PROGRAMS CAN
BECOME BORING. AT THIS POINT THERE IS A NEED TO SHIFT TO THE THIRD PHASE
OF BUSINESS WHICH IS JUST BEGINNING.
PHASE THREE…CREATIVITY OR QUALITY PLUS. THE GERMAN ECONOMY HAS THRIVED
TO THE POINT WHERE IT BECAME THE WORLD'S LARGEST EXPORTER. THIS IS IN
SPITE OF VERY HIGH WAGE RATES AND MUCH LONGER HOLIDAYS THAN IN OTHER
INDUSTRIAL COUNTRIES (FIVE WEEKS VACATION A YEAR). THE SUCCESS OF THE
GERMAN ECONOMY WAS BASED ON EXCELLENCE AND HIGH QUALITY PARTICULARLY
IN THE FIELD OF ENGINEERING.
THIS HIGH QUALITY WAS BASED ON TWO THINGS. THE FIRST THING WAS A VERY
HIGHLY SKILLED WORK FORCE, WHICH COMES FROM A UNIQUE APPRENTICESHIP
SYSTEM IN WHICH WORKERS LEARN THEIR SKILLS THROUGH EARLY ON-THE-JOB

TRAINING. THE SECOND THING WAS A CONSCIOUS DECISION TO PUT QUALITY
BEFORE CREATIVITY.
THE QUALITY, FIRST AND ONLY TRAP…PUTTING QUALITY BEFORE CREATIVITY
MAKES A LOT OF SENSE. CREATIVITY WITHOUT QUALITY IS NOT WORTH MUCH AS US
AND BRITISH INDUSTRY FOUND WHEN COMPETING WITH THE GERMANS AND THE
JAPANESE. QUALITY WITHOUT CREATIVITY DOES HAVE A HIGH VALUE SO LONG AS
YOUR COMPETITORS CANNOT ALSO OFFER QUALITY, THEN YOU HAVE TO GO
FURTHER.
THAT IS WHY GERMAN INDUSTRY MAY BE IN BAD TROUBLE IN THE NEAR FUTURE
BECAUSE THEY HAVE NOT YET REALISED THAT OTHERS ARE CATCHING UP ON
QUALITY. FOR EXAMPLE GERMANY HAS FALLEN FAR BEHIND THE ELECTRONICS AREA
AND IS SEEKING TO CATCH UP THROUGH JOINT VENTURES WITH THE JAPANESE.
THE LIMIT TO QUALITY ALONE, WATER IS NECESSARY FOR SOUP BUT SOUP IS MORE
THAN WATER. FLAVOUR WITHOUT WATER DOES NOT MAKE SOUP. CREATIVITY
WITHOUT QUALITY IS OF LITTLE VALUE BUT QUALITY ALONE IS ALSO NOT ENOUGH.
THE WORD QUALITY IS A GOOD WORD AND IMPLIES DOING WHAT YOU ARE DOING
BETTER. THIS IS VERY IMPORTANT AND VERY VALID. BUT MAKING BETTER FOUNTAIN
PENS WHEN YOU SHOULD HAVE BEEN SWITCHING OVER TO BALLPOINTS MAY NOT BE
THE BEST THING TO DO. THERE WILL ALWAYS BE A NICHE FOR HIGH QUALITY
EXPENSIVE FOUNTAIN PENS BUT THAT IS A SMALL SPECIALIST MARKET. AT THIS
POINT WE COME TO THE CHIEF LIMITATION OF THE NOTION OF QUALITY.
SHOULD WE EXPAND QUALITY'S DEFINITION? I SEE A VERY CONSIDERABLE DANGER
IN EXPANDING THE NOTION OF QUALITY TO INCLUDE EVERYTHING GOOD THAT CAN
BE DONE. THERE IS DANGER IN EXPANDING THE NOTION OF QUALITY TO INCLUDE
THEIR CREATIVE CHANGE OF CONCEPT AS WELL.
THE DANGER IS THAT WHEN WE SEEK TO EXPAND A WORD BEYOND ITS TRUE
MEANING WE ONLY END UP CONFUSING PEOPLE AND ALSO LOSING THE POWER OF
THE ORIGINAL MEANING. THERE IS EXACTLY THE SAME DANGER IN THE TEACHING
OF 'CRITICAL THINKING' IN SCHOOLS. THE PROPONENTS OF CRITICAL THINKING
CLAIM THAT IT COVERS ALL THINKING, WHICH IS CLEARLY NONSENSE.
THE WORD 'CRITICAL' COMES FROM THE GREEK KRITIKOS, WHICH MEANS
JUDGEMENT. INDEED, JUDGEMENT IS AN IMPORTANT PART OF THINKING BUT THERE
IS ALSO THE NEED FOR GENERATIVE AND PRODUCTIVE THINKING. IN THE SAME WAY

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