Means to an end

The “end” in this case represents money.

The bottom-line result.

It took me a long time to realize the deeper meaning behind calling money “ends.”

You want the ends - the contracts, clients, and cash. Who doesn't?

If you provide a lot of value, you not only make your ends meet…

But your ends will also exceed your expenses.

That’s how you generate a profitable surplus. 

But when it comes to prospecting, the natural temptation is to rush straight to the ends. 

When it comes to building trust with customers, starting “with the end in mind” is doomed to fail. 

You must start with the means. The process that leads to your ends.

Generating leads is about more than the final conversion. 

It’s about the journey. From start to finish.

Rushing to the end skips vital steps that ensure prospecting success.

Put the ends before the means, and leads only trickle in… 

Instead, nurture leads slowly with value and the ends will come over time.

Use your means to filter out those lacking the capacity for your ends.

Otherwise, prospects can sense your desperation.

Most unsuccessful sales pitches start with the ends first, continually selling themselves short.

You now know better. 

Start with means to produce your perfect ends.