I often see cows rubbing up against barbed wire fences, trees, fence posts and other objects, which would cause quite a bit of damage to something or someone with a thin skin. I know that whenever I handle barbed wire, or go through a fence, I’m always careful, but still I manage to draw blood more often than not.
I live on a farm and my office overlooks the rolling pastures outside. Through the large windows in front of my desk I can see the cattle grazing outside. There is a cattle trough just a few metres away from my office and the cattle come over to drink there several times a day. I often watch them jostling each other and playing. It’s always interesting to observe their behaviours and think about some of the interesting things we as humans do (or don’t do!).
When it comes to building businesses, I’ve found that those people who enjoy the most success are also the ones who have thick skins, - just like cows.
You see, as you charge towards your goals, you’ll often encounter many a scrape and return from the field with bruises, scratches and open wounds. It comes with the territory! Never mind. Since you’ve decided to be successful in your business, you’ve grown a thick skin, just like a charging bull. Your skin is so thick that you hardly feel the battering you sometimes encounter in the field. From time to time you may run into a tree and lose your breath, but you get back on your feet in no time, ready to charge again, snorting and madder than ever!
When you talk to people about your business activities you know you’ll always encounter objections. You understand that they are a natural part of building your business and not something that you need to fear. Very often they indicate that the person you are speaking to has an interest in what you are saying, and needs further information or reassurance before they can make a decision.
What I’ve found in my business, is that objections and probing questions are a very healthy sign that someone is listening and interested. They are not to be taken as personal rejection. They are just stepping stones along your path, rather than obstacles to be overcome. Treat objections as your friends and answer the questions you receive honestly and you’ll create great cash cows for yourself and your team members.
I’m not sure where the term “cash cows” originally came from. Nevertheless, I think it’s a great theme to explore for anyone building a marketing business. Cow behaviour and characteristics have so many valuable lessons for us to consider as we deal with our challenges in growing a business. That’s why I’ve used this concept for my book,
Cash Cows – How To Create Extra Sources of Income so that Money Keeps Pouring Into your Life . . . Forever!
From time to time you’ll encounter people who just want to engage you in a debate, sap your energy and waste your time. Creating cash cows is about meeting people’s needs, not winning arguments. When you are conducting a business presentation, don’t waste your time and energy by getting into a debate with someone who is not really interested in discovering how they too can create cash cows. If people aren’t interested in your message, just shake the dust off your feet and move on.
Even though you have a thick skin, the more successful you become, the more detractors and challenges you will encounter. It’s all part of the game. Always remember that you are like a thick-skinned, charging bull and you can take it. Like two young bulls testing their mettle, you almost enjoy taking the punches, because you know that they are toughening you up.
The most stunningly successful entrepreneurs seem to share one special quality . . . they are profoundly stubborn! Or to put that another way, they are persistent and they take action . . . and then they are more persistent and they take more action! They persist until they succeed! They have thick skins, designed to deflect rejection and deal with their challenges. In order for you to build multiple streams of income, you must adopt a mind set that you have a thick skin and that you will persist until you succeed.
About Hans Jakobi
Hans Jakobi is an educator, author and investor. He is the author of six best-selling books including,
How To Be Rich & Happy On Your Income which is available at:
www.supersecrets.com and the presenter of the Super Secrets® to Wealth do-it-yourself real estate home study course. Join Hans Jakobi’s FREE Super Secrets® Online Newsletter
© 2002 Hans Jakobi. All rights reserved worldwide
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