I ran a Tough Mudder yesterday. I don’t say that to get an unsolicited brag in. (It was only the Half). I say it because while going through the course, I couldn’t shut my mind off to the business lessons that were all around. From the course set-up, to the pre-sale of future events, to the $10 bag drop, there was strategy everywhere. But the lesson that smacked me right in the forehead was when we got to the queue for the Everest 2.0 obstacle. Everest is a 13-15 foot quarter pipe. It is slippery, you are full of mud, and you are miles into the race. The top is also curved so you cannot grab it. You need to push yourself through the fatigue and you need the help of others.
The idea is that you run up this wall as far as you can and hope to grab the hands of other racers at the top. The bottom has grip material so that you can get your footing and propel yourself up the wall. There was more backlog for this obstacle than any other. People were tired, and took a few moments to psyche themselves up before sprinting forward. So you get to take a breather and see several people attempt to scale this wall. Some succeed, and some come sliding back down with bloody knees and bruised egos.
Now, in sports, “to sell out” means to abandon everything else and go full force toward one goal. My football coach used that term often to describe that he wanted a blitzing linebacker or cornerback to leave their coverage and go at the quarterback with reckless abandon. When you sell out completely, you are not cautious, you do not look back, and you do not try to cover your ass or hedge your bets. You just go.
And I say all of this to say, the only way to really be successful is to sell all the way out. You cannot run at the wall half speed. You cannot slow up or hedge your bets or be safe. Being safe at Everest is an automatic fail. No. You must run as hard as you can and keep running in order to launch yourself towards the top of the wall. You must stretch as far as you can, and then you have to have faith that someone will reach out and pull you up.
And it’s the same in business. You need to expect success with no plan B. You need to run full force at the one thing you want to accomplish, and you need to launch yourself at it. You must sell out completely and have faith that there will be hands outstretched ready to embrace you. If you’ve done the work and provide a product or service that people want, they will be there. And like the wall, if you don’t get it on the first, or the second, or the 5th attempt, you can try again. We helped one woman make it over Everest after 8 times. But if you don’t sell out every single time, you have zero chance and it will just be a waste.
I have my shop in Sola Salon Suites and I have seen a ton of turnover. While there are definitely staples that have been around and others that have moved on to storefronts, there have been a lot of grand opening/grand closings. And the number one reason seems to be the unwillingness to sell out. You may need to work another job or earn money in some way, but if you continue to hedge, you are cheating your dream. And if you are not all in, how can you expect people to reach out to embrace you. They can sense when you are not fully there. If you only work when you have an appointment or do the bare minimum on your decorating and media, or take clients at home or at a discount, you are signaling that you might not make it. And that you don’t fully believe you will.
So when facing an obstacle in your business, assess, strategize, and then attack it with reckless abandon. Sell all the way out and I promise, clients will buy all the way in.