EXCAVATION - The Needs Analysis

by Craig Mac (Fitness Business Consultant)

Imagine a range of snow-capped mountains in the Colorado Rockies with tall log-pole pines, rugged terrain and a fresh clean smell of crisp mountain air. Got the picture? GOOD.

Now take off your mountaineering hat and put on your entrepreneurial one. I bet there are probably some valuable mineral deposits within that mountain. Coal for sure, probably some gold and maybe even some diamonds! The only way to get to them is to start digging.

Being the geologist, I know a little bit about multiple layers in the earth's crust. I also know that if the coal and gold and diamonds were on the surface they would be long gone by now.

Everyone knows that anything worth something has got to involve some hard work and a little effort. This is where the excavation begins.

We know that we first have to break through the topsoil and then go through a layer of clay, and then probably some sand and limestone before we hit slate and the bedrock and then tough granite.

If we look at a cut away of the mountain, we see that the good stuff is never on the surface, but often lies a number of layers below the topsoil. The deeper we dig, the more precious the minerals stored in the layers become.

First we will find coal then maybe some gold and if we dig deep enough and long enough we are likely to strike it rich with a seam of diamonds!

Promoting the sale of club membership is no different than digging for coal and gold and diamonds. If you spend your time on the surface and put little or no effort into sifting through the many layers, you will end up with a load of worthless dirt!

However, if you are willing to work at it and dig a little deeper, break through the surface questions and probe further into the bigger issues, then the truck load of coal, a pot of gold and a handful of diamonds are yours for the taking.

In sales, like mining and excavation, the good stuff lies many layers below the surface and if you are not willing to 'dig' a little you’re in the wrong business.