I can remember years ago an audio cassette by Zig Ziglar talking about the one person he had met in his life that had more “sales knowledge” than any other person he had ever met. Was this gentleman making a high six figure or seven figure income as a professional high ticket sales person? That is what you would expect, right?

No this guy was a barber making his living doing $5.00 haircuts, (at least they were $5.00 back in the 70’s). He loved to talk sales, sales techniques, closing concepts, etc, yet he failed to put his knowledge into action.

One of the secrets of becoming a master marketer is try to learn something new everyday and put it into ACTION! Knowledge without Action Leads to Delusion! Below is an excellent example of this concept in action, this is an email message I received from Joan Shannon last week after my “What’s in it for me” article appeared in the Enews.

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ATTITUDE

By Charles Swindoll

The longer I live, the more I realize the impact of attitude on life. Attitude, to me, is more important than facts. It is more than the past, than education, than money, than circumstances, than failures, than successes, than what other people think or say or do. It is more important than appearance, giftedness or skill. It will make or break a company … a church … a home. The remarkable thing is we have a choice everyday regarding the attitude we will embrace for that day. We cannot change our past … we cannot change the fact that people will act in a certain way. We cannot change the inevitable. The only thing we can do is play on the one string we have, and that is our attitude … I am convinced that life is 10% what happens to me and 90% how I react to it. And so it is with you … we are in charge of our Attitudes.

Expectations

It is easy to change your expectations. You can do it in an instant. And that can be a problem. Too often, we lower our expectations because that is easier than overcoming the obstacles which stand in the way of fulfilling those expectations.

Are you being forced to lower your expectations, or are you simply choosing the easy way out? You must expect the best in order to achieve the best, yet it takes more than just expectation. It takes effort and commitment. If you lower your expectations at the first sign of difficulty, it seriously erodes their value.

Don’t lower your expectations to meet your performance. Raise your level of performance to meet your expectations. Expect the best of yourself, and then do what is necessary to make it a reality.

Ralph Marston